Liverpool become latest Premier League club to announce shirt sleeve sponsor with Western Union deal

Chief executive Peter Moore expects the deal to help the club both on and off the pitch

Sadio Mané wearing the Liverpool home kit with new sleeve sponsor (Liverpool FC / Western Union)

Liverpool have announced a new partnership with Western Union, which will see the international money transfer company become the club’s first-ever shirt sleeve sponsor.

The five-year agreement, worth a total of £25m, makes Liverpool the latest club to take advantage of a new Premier League directive that allows a second company logo to appear on shirts.

The partnership will also see Western Union provide its services to the club when making financial transactions, including during the process of player transfers.

Peter Moore, Liverpool’s chief executive, welcomed the new sponsorship deal and said supporters can expect it to benefit the club both on and off the pitch.

“It gives us the ability to drive more resources and help Jurgen and his team live up to our on-pitch ambitions,” Moore said.

“It allows us to make sure we have the resources necessary to compete at the highest level, particularly in a year where we're ready to play in the Champions League.”

Despite expanding their team of global partners, Liverpool's commercial director Olly Dale revealed that the club is not currently looking to sell naming rights for the club's newly-refurbished Main Stand.

Anfield’s capacity was increased to 54,074 last year following the opening of the improved stand and during the construction process, Liverpool had been keen to broker a sponsorship deal.

However, a suitable arrangement was not found and Dale said that the club were unlikely to pursue Main Stand naming rights in the immediate future.

“We find ourselves in a great position with Anfield and the new Main Stand has been a terrific success, but [the issue of naming rights] is not an immediate priority for us,” he said.

“Just to be clear, it’s not something we would welcome relating to Anfield specifically. We are not an organisation which is in the market place for a stadium naming rights deal. That’s not of interest to us.”

Manchester City, Chelsea and Watford, Liverpool’s opening weekend opponents, are among the clubs to have announced a sleeve sponsor for the coming season.