In an ever-growing stable of big-brand associations, Liverpool's latest with EA SPORTS is perhaps the most exciting yet.

The club struck up what has been described as a "multi-year" agreement with the makers of the hugely popular FIFA franchise, with the details being made public on Tuesday afternoon.

It essentially means the Reds will be the 'face' of the latest FIFA edition, set for release in September, furthering their re-emergence in the higher echelons of the world game.

"Our partnership with EA SPORTS will enable us to give our supporters even more opportunities to engage with Liverpool FC through the innovative and exciting world of gaming," said Managing Director and Chief Commercial Officer at Liverpool, Billy Hogan.

"We look forward to working together over the next few years.”

While more seasoned football watchers might roll their eyes at such developments, Liverpool's agreement with EA SPORTS is a significant one.

It places more eyes on the club and their stars than ever before, with FIFA 20 expected to outsell the 4.3m units its previous release shipped worldwide in the first week in 2018.

 

Liverpool, in July 2019, with the status of European champions under their belt, are big news - and that means big money, from all corners of the globe.

In the last week alone, the Reds have announced agreements with two more sponsorships, taking the total number of commercial partnerships to a whopping 26, according to the club's official website.

Anfield stadium (pic via EA Sports)
Anfield stadium (pic via EA Sports)

On July 11, the Reds confirmed a deal with betting company 1XBET before releasing details of terms concluded with MG Motor on Monday .

Those partnerships came hot on the heels of two other contracts that were penned with AXA and Carlsberg - the latter being the longest-running association the club have.

AXA branding will now appear on the training kit next season, while the Danish brewers will continue their near three-decade involvement with the Reds for the next few seasons.

 

Liverpool first struck a deal with the Danes back in 1992 and a new five-year contract sees the company continue as the club's official beer until the end of the 2023-24 season.

Further partners range from the drinks industry through to insurance companies, betting syndicates and clothing lines.

Read More

Must-read Liverpool FC stories from the past 24 hours

Liverpool have official shirt sleeve and training kit sponsors in Western Union and AXA and have also lent their association to cyber security companies (Nord VPN) and coffee manufacturers (Lavazza) - with players appearing in television advertisements for both.

Behind the curtain at Melwood, Anfield and Liverpool's city centres offices, the Reds are leaving no stone unturned in their pursuit of exploring every advertising avenue possible, with the plans ultimately aimed towards helping the grander scheme of making the club the biggest on the planet.

The work of Olly Dale, the club's commercial director, has been key behind the scenes, helping the six-time European champions blossom off the field, with his work saluted by MD Hogan earlier this week.

Virgil van Dijk of Liverpool lifts the trophy after winning the Champions League
Virgil van Dijk of Liverpool lifts the trophy after winning the Champions League

Liverpool announced that Dale would be stepping away from his role after eight years on Tuesday, with Hogan hailing the "instrumental" work behind the club's huge portfolio of big-name clients.

Hogan said: "Olly has been an invaluable leader of the club for the past eight years and we will be sorry to see him go.

"He has been instrumental in transforming the commercial and partnerships department during that time, not only by virtue of significantly growing our revenues but also by establishing and building terrific relationships with world-class brands who are now part of the Liverpool family.

Follow all the latest Liverpool transfer news and rumours HERE

"His leadership qualities are outstanding and he has worked tirelessly as part of the team who helped turn the club around from the time he joined just after the FSG acquisition.

"We will miss Olly both professionally and personally and we wish him well in what will be a bright future."

It is easy to see why Dale was held in such high regard at the club, with his hard work helping the club's rise under the ownership of Fenway Sports Group.

A report from Brand Finance in May valued the club an eye-watering £1billion, underlining the continued progress the club is making in virtually every department.

It is the latest EA SPORT agreement that must be considered to be on the biggest scale, however, even if definitive figures on each specific deal are scarce.

 

The FIFA series is typically one of the biggest-selling video games annually across every console and will help shine a light further on the club to football's newcomers who are perhaps unaware of the history and heritage of the team in red who adorn the front cover.

With a 97-point Premier League campaign followed up by a European Cup triumph last month, it's clear the Reds are confidently striding forward some yards in the right direction.

Their off-the-field work is continuing to match that very evident on-pitch success, too.