Liverpool FC yesterday announced a three-year partnership with Honda Motorcycles, the number one motorcycle and lifestyle brand in Thailand. The deal is part of the club’s objective to increase commercial revenue, with a particular focus on the lucrative Asian market.
The Reds will also provide A.P. Honda Co. Ltd with a powerful marketing tool as they look to exploit the club’s fervent following in Thailand. A.P Honda Co. Ltd. President Mr. Chiaki Kato is honoured to have struck an affiliation with Liverpool, and believes the deal will prove fruitful for both parties.
“Honda Motorcycle is the number one motorcycle brand in Thailand and after demonstrating strong business growth this year, we are launching our new fun lifestyle marketing campaign called ‘Discover Your Fun’” he said.
“We look forward to kicking off this campaign through an innovative partnership with Liverpool FC.”
“Over recent years, we have supported a number of campaigns in football including being an official sponsor of Liverpool FC’s Asia Tour 2009 in Thailand and sponsoring the live broadcast of World Cup 2006 plus Euro 2008.”
“On the occasion of the 25th Anniversary of A.P. Honda Co. Ltd, I am honoured to announce Honda as Official Partner to one of the world’s most famous teams.They are supported by many football fans in Thailand. Honda Motorcycle will be using the team to bring the ‘Discover Your Fun’ campaign to fans throughout Thailand.”
Reds MD Ian Ayre echoed Kato’s comments: “We know that Liverpool FC has a strong fanbase in Thailand which was highlighted by the excitement generated by our Tour to the country in 2009.” he added.
“This partnership with A.P. Honda Co. Ltd will enable us to engage with that fanbase in a fun and exciting way through the ‘Discover Your Fun’ campaign. We look forward to a long and successful association with one of Thailand’s leading lifestyle brands.”
“The “Discover Your Fun” campaign is the brand message by A.P Honda Co. Ltd inspiring people to have an element of fun in their lifestyle. The campaign will be included in the promotion of a range of motorcycle models to engage with the young target audience.
“As a lifestyle campaign based on style, image, personality and community, A.P. Honda Co. Ltd will be demonstrating that they are about more than just the technology in the motorcycle.”
Ian Ayre has already transformed Liverpool’s fortunes since his arrival in 2007, and this deal looks to be another in a long line of lucrative marketing opportunities uncovered and exploited by a man at the top of his game. We have a lot to thank Ian Ayre for already, but if he keeps pulling deals like this out of the bag he could well be every bit as important to the club as the players on the pitch!
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