LFC expands partnership with HollyFrontier
Liverpool Football Club has renewed and expanded its partnership with Petro-Canada Lubricants to include parent company HollyFrontier, an independent petroleum refiner that produces products such as gasoline, diesel fuel, jet fuel and speciality lubricant products.
HollyFrontier, along with its commercial brands, including Sonneborn and Petro-Canada Lubricants, will become an official global partner and the official oil and lubricants partner of LFC in a new multi-year partnership.
The exclusive agreement will see the brand leverage unique assets to engage with its customers and distributors across the globe, such as access to player and legend appearances, exclusive marketing assets and, when COVID-19 restrictions permit, events at Anfield’s world-class facilities allowing premium experiences to key stakeholders.
As part of the renewed relationship, HollyFrontier will make use of prominent matchday visibility at Anfield and on LFC digital channels to strengthen brand awareness in key global markets.
Commenting on the renewal, Matt Scammell, commercial director at Liverpool FC, said: “We are extremely pleased to broaden our relationship with HollyFrontier along with their Petro-Canada Lubricants and Sonneborn brands.
“We are delighted to partner with a global business that shares our values of ambition and commitment and we look forward to strengthening our partnership further and achieving great things.”
Bruce Lerner, president, HollyFrontier Lubricants and Specialties, said: “We are proud to partner with an organisation that shares our commitment to excellence.
“As world champions, Liverpool FC is a global leader in its field and shares HollyFrontier Lubricants and Specialties’ performance-ready ethos.”