Liverpool have secured a new four-year deal with sleeve sponsors Expedia that will net the Reds around £60m.
The agreement, which will see Expedia feature on the shirts of the men's and women's teams, is worth almost double the initial deal which was signed in 2020.
"We’re thrilled to announce the extension of our partnership with Expedia for another four years," said Liverpool commercial director Ben Latty.
"Travel is an incredibly important part of our fans’ matchday experience, so we are proud to have a world leader in travel as part of the LFC family. We look forward to continuing to work with Expedia, creating more moving content and enhancing our fans’ overall matchday experience."
Liverpool's new deal with Expedia will last for four years (AFP via Getty Images)Michele Rousseau, senior vice-president, global brands at Expedia, said: “We’re truly excited to be extending our partnership with the Liverpool FC family, continuing to support both the men’s and women’s teams whilst playing a vital role of enabling the fan travel experience.
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“We’re proud of the progress we’ve made together and are looking forward to pushing the boundaries further by enriching the fan experience through travel over the next four years and proving that nothing beats being there.”
Expedia will continue to feature on the sleeves of Liverpool's men's and women's teams (Getty Images)The deal comes ahead of what is expected to be a busy summer of transfer activity at Anfield, with Jurgen Klopp recently admitting that he plans to being in several new players.
“It was one of the main reasons why I signed a new contract, because I knew it’s (a rebuild) necessary,” said Klopp in January.
“It will not go overnight.
“And imagine the situation now with another coach in the chair – I would be somewhere on holiday and everybody would shout my name, ‘with him it would not have happened!’.
“I’m obviously not a miracle worker.
Klopp is set to bring in several new faces this summer (PA)“That’s why it’s good how it is, because all the problems you have in a transition time period – we have an awful lot of injuries, and that makes life really complicated – I have no problem with that because I see [the situation].
“I know the majority of the outside world is just interested in the short term but we have to be long-term focused as well, and that’s what we are.”
Reds owners Fenway Sports Group are on the lookout for minority investment in the club they took over in 2010, with John W Henry recently clarifying suggestions that they were open to a full sale.
Speaking to the Boston Sports Journal last month, Henry said: "Yes. I know there has been a lot of conversation and quotes about LFC, but I keep to the facts: we merely formalised an ongoing process.
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"Will we be in England forever? No. Are we selling LFC? No. Are talking with investors about LFC? Yes. Will something happen there? I believe so, but it won't be a sale. Have we sold anything in the past 20+ years?"
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