Liverpool FC agree multi-year deal with Joie

Liverpool FC have signed a new multi-year partnership with baby products company Joie.

The deal, spanning three years, will make Joie the club’s first ever family partner and global baby gear partner.

Kicking off this weekend (May 20-21) at LFC World in Shanghai, the agreement will see the firm host a two-hour football clinic with Reds coaches for kids aged six to eight.

The company will also launch a range of LFC-branded baby products and host a series of family-focused events with the club.

Liverpool FC’s managing director and chief commercial officer, Billy Hogan, said: “We are delighted to welcome Joie as our first ever official family partner.

“Joie is a brand that really embraces and promotes family values, echoing perfectly the philosophy of Liverpool Football Club.”

He added: “We are very much looking forward to working with Joie as well as offering our fans new and exciting products for young fans and families through the partnership.”

The senior managing director of Joie, David Welsh, said the business is “thrilled” to have become Liverpool FC’s first ever official family partner and baby gear supplier.

He commented: “Liverpool is one of the world’s best football teams and an iconic global club, and the partnership will boost global awareness of Joie.

“Just as importantly, the club shares our values of supporting families in need and we look forward to working with the club on charitable initiatives.”

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