Vauxhall has entered into a partnership with Britain’s most successful football club, Liverpool FC, replacing former automotive partner and fellow GM subsidiary Chevrolet. The arrangement starts with the Liverpool vs Arsenal match on 8th February 2014.
Whether Liverpool star players such as Luis Suarez, Steven Gerrard and Daniel Sturridge turn up for training at Melwood in Vauxhalls remains to be seen, but the deal will see Liverpool staff use Vauxhall cars such as the Vauxhall Astra, built just 18 miles away from Liverpool’s Anfield ground in Ellesmere Port on the other side of the River Mersey.
Vauxhall already has a proud history of successful football sponsorship, being partners of the four home nation Football Associations: England, Wales, Northern Ireland and Scotland.
Vauxhall managing director, Duncan Aldred, said: “This exciting new sponsorship will undoubtedly benefit from the experience we have gained in international football and we look forward to the prospect of a partnership with such an iconic club as Liverpool FC.”
Liverpool FC Chief executive, Ian Ayre, said: “We are delighted to welcome Vauxhall on board as a partner of Liverpool FC. They have highly credible football credentials and a reputation for engaging sponsorship activation.”
Meanwhile, Chevrolet’s shirt sponsorship of rival Manchester United starting from next season is still going ahead in spite of the company’s withdrawal from the European market.