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Maxxis signs 3 year partnership deal with Liverpool FC

Friday, June 12, 2009

Following its successful tie up with Liverpool FC for the final stages of the 2008/09 Barclays Premier League, tyre manufacturer Maxxis has now concluded a deal which will extend the relationship for a further three years.

As an Official Partner of Liverpool FC until the end of the 2011/12 season, Maxxis will be heavily involved with the Anfield club – one of the giants of the game – further enhancing its commitment to football.

Under the terms of the deal, Maxxis will be entitled to an extensive rights inventory, providing it with prominent exposure through a variety of channels including LED pitchside advertising, a web presence on www.liverpoolfc.tv, advertising slots on LFC TV, plus advertisements in the This is Anfield matchday programme and in LFC Magazine, the club’s weekly magazine. There will also be promotional initiatives to excite Maxxis customers and Liverpool fans alike.

The deal will see Liverpool FC and Maxxis working together on a global basis. Warren Lin, managing director of international sales for Maxxis and a director of Maxxis UK, was in the country to see the contract being signed.

“Our investment in football over the past few years has served us well, so we are delighted to continue supporting our UK retailers, especially the Maxxis Centres of Excellence network and carry the brand forward by agreeing a new strategic partnership with one of football’s biggest and best known clubs,” says Maxxis UK’s managing director Derek McMartin.

“We look forward to capitalising on Liverpool FC’s strong brand values and sense of community to promote Maxxis and our ability to deliver quality, reliable products at an affordable price.”

Ian Ayre, Liverpool FC’s commercial director, adds: “We’re delighted to welcome Maxxis into our partnership family at what is an exciting time for the club. The past three years have seen Maxxis establish itself as a brand that understands football fans and we look forward to developing a mutually beneficial programme of activity, not just in the UK, but on a global basis.”

This new deal will enable Maxxis to reach not only the thousands of ardent Liverpool FC fans who follow the team home and away, but also the millions who tune in to watch live games globally. The Barclays Premier League is acknowledged as the sport’s most professional, exciting and competitive league, attracting an annual TV audience of over three billion people across 200 territories, so this deal reflects Maxxis’ global marketing strategy of professional sport sponsorship, which includes support for the New York Yankees, LA Dodgers and Chicago White Sox baseball teams.

Maxxis commenced its football sponsorship in 2006/07, developing a perimeter advertising and hospitality package with Aston Villa FC. This deal was renewed for two further seasons and in 2008/09 Maxxis extended its football activities by signing a 12-month perimeter advertising deal with both Everton FC and Tottenham Hotspur FC. Maxxis will now focus its efforts on developing initiatives in conjunction with Liverpool FC until the end of the 2011/12 season.