Liverpool signs first family partner

18 May 2017

By: Sport Industry Group

Joie and Liverpool FC have announced a three-year partnership deal that sees Joie become the club’s first official family partner and global baby gear partner.

The partnership will begin this weekend at LFC World in Shanghai, where Joie will be hosting a two-hour football clinic led by the club’s coaches for children aged six to eight.

Joie will also launch a range of Liverpool branded products in 2018, as well as working with the club to deliver a host of family focused events. Additionally, the partnership will offer Joie social media and marketing support as well as access to Liverpool players and legends throughout the season.

David Welsh, managing director, Joie, said: “We're thrilled to be Liverpool FC's first ever official family partner and baby gear supplier. Liverpool is one of the world’s best football teams and iconic global brand. 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.”

Billy Hogan, managing director and chief commercial officer, Liverpool FC, 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.”

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