In the worker’s uniform, “You’ll never walk alone”!
The contract signed at the end of last month between Liverpool and Strauss has a much greater dimension than the amount that the German workwear manufacturer, one of the most significant global brands in that field, will be paying into the coffers at Anfield in the coming years.
Liverpool’s sponsorship pool includes major British and multinational companies and institutions from the global business pedestal. Interestingly, the Reds have been highly attractive as a marketing platform during a time bounded by the monumental works of managers Bill Shankly and Jürgen Klopp. Anfield has evolved from a billboard into a medium where brand owners with global ambitions seek their place and time. Why has Liverpool remained interesting to advertisers and now business partners, even when competitive results were far below the club’s stature? The answer is simple: The Kop! The stand behind the south goal at Anfield, a volcano of fan emotions, has been continuously erupting since 1906 when it was built. Over time, the Kop has become a symbol of fiery and loud cheering in the beautiful colors of flags and scarves as a measure of the highest loyalty to the club within the fan milieu of Europe and the world. Liverpool is not a league table, not a score, not a statistical item – Liverpool is a movement, a belief, a religion, loyalty! Campaign designers know this well.
Signing a contract with a workwear manufacturer shows that the club from the port city in the northwest of England – which, of course, is not crucial in an industry like football, but nevertheless warms the heart – knows its roots. One of the city’s symbols, the Albert Dock, a complex of docks and warehouses built in the mid-19th century, has been included in the UNESCO list of cultural heritage sites. Something else has been taken from the historical path and serves as remembrance and inspiration. The fans are called “Scousers” after a dish from the time of great poverty, made from many vegetables with traces of meat or fish.
Today, Liverpool is valued at $5.1 billion. Its portfolio, as mentioned, is impressive. This is largely due to the fact that its fate never hung by a thread – one ball that would stay on the crossbar or graze the post. A very good illustration of the story from the Reds’ epic tales occurred at the end of May 2005 in Istanbul when in the Champions League final, Milan gained a significant and shocking 3-0 lead by the end of the first half, only for the match to erupt after Steven Gerrard led the team back onto the field during halftime. Within an hour of play and three goals in six minutes, the Italians’ lead was neutralized. The great trophy headed to Anfield from the penalty spot. The unique conclusion was that on that magical night, both for Liverpool and the entire football world, the energy of victory came from the south side of the stands colored in red.
Strauss was the leading sponsor of UEFA EURO 2024 in Germany, as well as the sponsor of the UEFA Champions League, Europa League, and Conference League, having achieved a partnership flight across the Atlantic. Its representatives highlighted upon signing the contract that Liverpool is one of the biggest names in sports with a huge fan base. Clients love winners, they stick to champions. And that is why they remain with Liverpool. If the Reds are not champions today, they will be tomorrow, the day after tomorrow… If you doubt that, look at the Kop!
