Premier League: Expedia (travel operator), sleeve sponsor of Liverpool FC from 2020-21

Expedia Group, an American online travel booking group (flights, accommodation, car rentals, etc.), has become a partner and sleeve sponsor of Liverpool FC (Premier League) as part of a "multi-year agreement" from 2020-21, announced the club on 17/10/2020.

Expedia has the status of official principal partner (along with AXA, training kit sponsor), which the third level in the sponsorship hierarchy of the English club. "As Liverpool FC's official travel companion, Expedia will create emotionally-driven campaigns through access to players, matchday visibility and branded content. Communication will focus on empowering fans to discover, book and enjoy the journey as well as the destination, maximising their experience for when football and travel will return to normal," said the 2019-20 Premier League champions.

The tour operator's logo will also appear on Liverpool FC Women (Barclays FA Women's Super League) shirt sleeves. Expedia is an official partner of the men's UEFA Champions League for the 2018-2021 cycle (through its brands Expedia and Hotels.com). Hotels.com has also been a…