May 18 – Liverpool have signed a three-year partnership deal that with babywear manufacturer Joie to become the club’s first Official Family Partner and Global Baby Gear Partner. No figure was announced for the deal.
Joie will launch a range of Liverpool FC branded products in 2018, as well as working with the club on family focused events.
The partnership kicks off this weekend at LFC World in Shanghai, where Joie will be hosting a two hour football clinic led by Liverpool coaches for children aged six to eight.
The partnership will offer Joie social media and marketing support as well as access to Liverpool players and legends throughout the season.
Billy Hogan, Managing Director and Chief Commercial Officer, at Liverpool said: “We are delighted to welcome Joie as our first ever Official Family Partner. Joie is a brand that really embraces and promotes family values, echoing perfectly the philosophy of Liverpool Football Club. We are very much looking forward to working with Joie as well as offering our fans new and exciting products for young fans and families through the partnership.”
Launched in 2011, Joie sells a wide range of baby gear – from car seats and strollers to cots and soothers – and is one of the fastest growing babywear brands globally, selling in more than 50 countries.
David Welsh, Managing Director, Joie, said: “The partnership will boost global awareness of Joie. Just as importantly, the club shares our values of supporting families in need and we look forward to working with the club on charitable initiatives.”
Contact the writer of this story at moc.l1713877259labto1713877259ofdlr1713877259owedi1713877259sni@n1713877259osloh1713877259cin.l1713877259uap1713877259