Liverpool FC: Expedia (travel operator) extends as sleeve sponsor for four seasons (2023-2027)

Expedia Group, an American online travel booking group (flights, accommodation, car rentals, etc.), has extended its role as a principal partner and sleeve sponsor of Liverpool FC (Premier League) for four additional seasons (2023-2027), announced the club on 10/03/2023. The brand has been involved with the club since the 2020-21 season, under an agreement valued at £9m (€10.3m) per season over the 2021-2023 cycle (£8m/€9m in 2020-21).

From the 2023-24 season, this will give Liverpool the Premier League's most lucrative sleeve sponsorship deal, following the termination of the cryptocurrency trading platform WhaleFin's agreement with Chelsea FC (Premier League, £20m/€23.2m in 2022-23). Expedia's partnership with the 2021-22 Champions League finalists, which covers the club's men's and women's teams, is also the fifth most lucrative in the European Top 5 in 2022-23.

The English club, which has generated £247m (€290.1m) from sponsorship/commercial revenue, received £109.5m (€124m) from its three shirt sponsors in 2022-23: banking group Standard Chartered (main shirt sponsor…