Expedia has been named a principal partner of Barclays Premier League champions Liverpool FC as part of a new shirt sponsorship deal.
The multi-year agreement will see the brand appear on the sleeve of kit worn by the men’s and women’s teams.
The club’s official ‘Travel Companion’ said it will “create emotionally driven campaigns through access to players, matchday visibility and branded content”.
Fans of the club will be encouraged to “discover, book and enjoy the journey as well as the destination” once fans are allowed back in stadia and travel to away games is possible.
Matt Scammell, commercial director at Liverpool FC, said: “I see a great synergy between the club and Expedia, as organisations we both understand the value of the right support, whether that means not having to worry about travel arrangements or knowing the twelfth man is behind you every step of the way.
“I’m delighted to embark on this journey with Expedia and looking forward to the relationship benefitting our global fanbase when we can all experience the freedom of football and travel once again”.
Adam Jay, president and co-lead for marketing at Expedia Group, added: “We are thrilled that Expedia is now the Official Travel Companion of Liverpool FC.
“When we can all freely experience the joy of travel again, we look forward to being the perfect travel companion for the Reds and their fans around the world, ensuring that wherever they are, they will never walk alone”.