Liverpool confirms latest new agreement as $380m target chased down by FSG

Liverpool FC has unveiled a trailblazing commercial partnership, setting its sights on expanding its revenue streams even further. Hot on the heels of securing a landmark multi-year agreement with Japan Airlines last week, which saw the airline become the Reds' inaugural official airline partner for a five-year term, Liverpool has now welcomed another addition to its partnership roster.

Swedish powerhouse Husqvarna, renowned for leading the charge in smart mowing and robotic technology on a global scale, has committed to a multi-year contract that will see them take on the role of Liverpool's official groundskeeping partner, marking a first-of-its-kind collaboration for both entities.

Since 2021, Liverpool has been harnessing the prowess of Husqvarna robotic mowers to keep the pitches and verdant expanses at both AXA Training Centre and AXA Melwood Training Centre in immaculate condition, aiding the club's grounds management squad in ensuring that the playing surfaces remain top-notch for the squad.

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This deal will see Husqvarna's cutting-edge gear and pioneering solutions become even more entrenched in the day-to-day operations of the club's groundskeeping staff and the maintenance of the pitches.

Ben Latty, Liverpool's chief commercial officer, expressed his excitement about the new alliance: "We are thrilled to announce this partnership between Liverpool FC and Husqvarna, two premium market leaders united by their shared values and innovative approach. We have developed ambitious commercial targets to attract the best brands that fit with Liverpool Football Club, and that can also help drive further success on the pitch."

Liverpool FC has struck a deal with Husqvarna, renowned for their excellence in grounds maintenance, to keep Anfield's pitch in top condition. And the Reds are set to boost Husqvarna's global presence through unique content and campaigns across their social media platforms, which boast an impressive 186 million followers worldwide. Moreover, the brand will gain exposure from digital LED boards during matches, reaching over 400 million TV viewers each season globally.

This partnership marks another significant addition to Liverpool's portfolio of commercial partners as they aim to surpass £300m (c. $380m) in commercial revenue, following a record-breaking £272m (c. $345m) reported for the 2022/23 financial year.

Yvette Henshall-Bell, president of Europe, forest and garden division at Husqvarna, expressed her enthusiasm: "We are incredibly excited about the partnership with Liverpool Football Club, a globally recognized and prestigious institution that also shares our values, innovative approach and commitment to sustainability, it is truly a perfect match."

She added: "Together, we bring unparalleled experiences to fans and customers worldwide and we look forward to achieving great things on and off the field."

Liverpool.com says: It is promising that new commercial deals continue to come in for the Reds. Ultimately, the more that is done in that regard, the more money can be pumped into the playing squad to maintain the levels of on-field success.