Liverpool Football Club and PruHealth and PruProtect today announced a three-year partnership until the 2017-18 season, which sees the UK-based Health and Life Insurer become the Official Health, Wellness and Life Insurance Partner of the Club.

The new partnership will see PruHealth, PruProtect, and their parent company Discovery enter the UK's top-flight football league and Reds fans as well as members of its Vitality programme will benefit from the relationship. Vitality is PruHealth's and PruProtect's healthy living rewards programme, which encourages and rewards its members for living a healthy lifestyle.

The new partnership not only supports the men's first team, but also Liverpool Ladies. As part of the new partnership, the WSL title-winners will have the Vitality logo featured on the back of their matchday shirt.

"We're thrilled to bring PruHealth and PruProtect on board as the first new partner of the 2014/15 season. Their ambition to promote healthy and active lifestyles across the nation fits in well with Liverpool Football Club and the work we're doing in communities across the globe," said Billy Hogan, Chief Commercial Officer for Liverpool FC.

Neville Koopowitz, CEO of PruHealth and Vitality, said: "We believe in the power of sport to help inspire people to live a healthy life, which is why we partner with leading sports figures, teams and events to help us spread the Vitality message. Our collaboration with Liverpool Football Club is one of our latest moves in our goal of changing the game when it comes to people's health."