Sandwich chain Subway will be able to use Liverpool football stars, such as Daniel Sturridge, in its marketing activity after signing a sponsorship deal to become the Premier League leader’s ‘official training food’ partner.
The multi-year deal will see Subway advertising displayed on the perimeter boards at Anfield and will enable the brand to use the club’s players and logo in promotions and marketing. The exact length and value of the deal has not been revealed, although Marketing Week magazine estimated it to be worth between £1m-£2m.
Train Hard and Eat Fresh
The tie-up extends the sandwich chain’s ‘Train Hard and Eat Fresh’ advertising campaign, which launched in 2012 “to support healthier and active lifestyles” and featured athletes such as gymnast Louis Smith, pole vaulter Holly Bleasdale and boxer Anthony Ogogo.
To kick-start the relationship with Liverpool, Subway sent its range of low-fat subs to participants on the club’s charitable Foundation programmes.
Manaaz Akhtar, regional marketing director for the Subway brand in Europe, commented: “As a brand, we are committed to supporting everyone to be more active in their everyday lives and our partnership with Liverpool FC provides us with the perfect opportunity to demonstrate this and take it to the next level.”
Billy Hogan, LFC’s chief commercial officer, said: “We’re delighted to welcome the Subway brand as an official partner to Liverpool FC. We’ve worked closely with the Subway team over the last few weeks and have seen first-hand the value they place on giving back to local communities. We are excited to be joining forces with a global organisation which is just as passionate about making a positive difference to their communities as we are.”
Subway has 1,769 stores in the UK, with 31 in and around Liverpool. Earlier this year the brand announced ambitious plans to increase this number to 3,000 stores in the UK and Ireland over the next six years, creating around 13,000 new jobs.