Liverpool announces 'Premier League first' before US tour as $388m mark edges closer

Liverpool FC has moved a step closer to smashing through the £300m ($388m/€356m) revenue mark after penning a groundbreaking commercial deal, the first of its kind in the Premier League . As the Reds gear up for the pre-season tour across the Atlantic this week, the Reds have unveiled a new multi-year partnership with German workwear giant STRAUSS.

The new deal will be showcased during Liverpool's US tour , where Arne Slot's squad is set to grace the pitches in Pittsburgh, Philadelphia, and Columbia. Under the agreement, the STRAUSS logo will bag prime advertising spots across all club channels and other high-profile assets including pitch-side LED screens making their debut appearance at Anfield in August, where it will be likely to grab the eyeballs of more than 400 million TV audiences throughout the season.

Commenting on the partnership, Ben Latty, Chief Commercial Officer at the club, said: "As a family-owned business, with hard work and innovation at its core, STRAUSS aligns perfectly with our values as a club. We also both take great pride in our heritage, our communities, and the knowledge that success is built on teamwork. This new partnership is a real natural fit and we're thrilled to welcome STRAUSS as the newest member of the LFC partner family."

READ MORE: Liverpool may be about to get the biggest star in the Premier League and it's not even close
READ MORE: Liverpool transfer news LIVE: Takefusa Kubo bid, Odilon Kossounou inquiry, Goncalo Inacio price drop

Liverpool FC has further solidified its partnership with global workwear leader STRAUSS, marking a continuation of the brand's long-standing strategy of aligning with football entities. STRAUSS boasts an impressive portfolio of partnerships, including ties with the German Football Association, several Bundesliga clubs, and even lead sponsorship roles in Euro 2024, Champions League , Europa League , Conference League, Major League Soccer's Los Angeles Football Club, and the Mexican national team.

Henning Strauss, CEO of STRAUSS, expressed his excitement about the partnership, stating: "Liverpool FC is one of the biggest names in sports with the fanbase to match. This LFC partnership moves STRAUSS into the Premier League and underscores our global ambition. Over the coming years, we will continue building our portfolio of partnerships across the globe with organizations that, like Liverpool, share an emotional connection to the hard-working people who make up STRAUSS' customer base. We couldn't be happier."

Liverpool's commercial revenues for the 2022/23 accounting period stood at $352m (£272m/€323m), a figure expected to rise for the 2023/24 period, which concluded on May 31. The new financial year has seen a surge of commercial activity for the club as it seeks to boost revenues. Recent weeks have seen the addition of Japan Airlines and Husqvarna to Liverpool's roster of commercial partners, joining the likes of Google Pixel, UPS, and Peloton over the past 18 months.