Another partnership deal between a financial institution and a sports team.

US financial services firm Western Union has signed a multi-year partnership agreement with English Premier League football team Liverpool. This is just one of many deals between financial institutions and sports clubs which are announced every year.

The deal will see Western Union become an official principal partner and the official money transfer partner of Liverpool Football Club. It will also become the club’s first-ever official shirt sleeve sponsor - with the Western Union logo appearing on LFC shirt sleeves, the firm said in a statement.

As the official money transfer partner of Liverpool FC, Western Union will allow the club to use its global cross-border digital transfer and payments platform.

According to the firm, Western Union "will benefit from a diverse range of LFC marketing and promotional rights, including digital and social media support, pitch side LED messaging, and branding across Anfield stadium, its fan lounge and the club’s media channels". 

To celebrate the launch of the partnership, Western Union will be offering Liverpool FC fans in the UK, Ireland, France, Denmark, Norway and Sweden a fee-free money transfer promotion, running from 10 August until the end of the month.

“The businesses of Western Union and Liverpool FC are both driven by our passion for bringing communities together, whether that be through moving money or delivering the excitement of football experiences,” said Jean-Claude Farah, president of global payments at Western Union. “This partnership goes far beyond a badge on a shirt, as we will be bringing our digital money transfer expertise to better connect Liverpool FC and fans around the world.”

Liverpool FC already have UK-headquartered Standard Chartered as their main shirt sponsor, and this deal highlights the increasing amount of partnerships between financial firms and sports clubs. WealthBriefing reported earlier this month that wealth management firm Brown Shipley had signed an enhanced and extended two-year sponsorship deal with Lancashire County Cricket Club to become its official wealth management partner.