Liverpool have announced a new sleeve sponsor deal with travel company Expedia after their arrangement with Western Union came to an end during the summer.
Expedia, described as 'one of the world's largest full-service travel sites', have agreed 'a multi-year agreement that will position the travel platform as a principal partner of the club', according to a Liverpool statement.
The company's logo will be on the shirt sleeve of both the Liverpool men's and women's team kit, starting with today's Merseyside derby against Everton at Goodison Park.
Matt Scammell, who recently arrived at Liverpool as commercial director having previously worked for Manchester United, is likely to have been crucial to the deal.
He said: "I see a great synergy between the club and Expedia; as organisations we both understand the value of the right support, whether that means not having to worry about travel arrangements or knowing the 12th man is behind you every step of the way.
"I’m delighted to embark on this journey with Expedia and looking forward to the relationship benefiting our global fanbase when we can all experience the freedom of football and travel once again."
Fans who have already purchased Nike shirts from the club without the Expedia shirt-sleeve patch will be able have that added free of charge from December, Liverpool have confirmed.
