LG Mobile to sign Liverpool FC deal

Marketing 19-Jan-05

LG Mobile is preparing for an aggressive move into Premiership football sponsorship, and is on the verge of signing up Liverpool as its first Premier League partner.

The South Korean mobile manufacturer is planning to use football as its main brand-building vehicle in the UK and is keen to secure a high-profile shirt sponsorship as well as handset deals.

Marketing has learned that LG Mobile will announce its first handset supplier deal with Liverpool within weeks. It is also in talks about taking over the club's shirt sponsorship, which is currently held by Carlsberg but expires at the end of the season.

John Bernard, head of marketing for LG Mobile, admitted it was 'in discussion with a number of Premiership clubs', but declined to comment on Liverpool.