Joie extends partnership with Liverpool FC

Brand secures deal with Women’s team which sees it become first Official Family Partner and Global Baby Gear Partner.

Joie and Liverpool FC Women’s team have inked a multi-year partnership deal which sees Joie become the team’s first Official Family Partner and Global Baby Gear Partner.

Already the Official Family Partner of the men’s team, Joie is now the principal sponsor of LFC Women with its logo taking an on-shirt position at the tail of the jersey. Standard Chartered now takes front of the shirt position, extending its long-running partnership with the club.

The announcement comes as Joie hosts the Women’s team on its first pre-season tour with the men’s team. This will see them make three stops across the US where they will be focused on training, meeting supporters and taking part in community activities.

The first stop saw Joie take four members of the team to visit the Michiana Echo Under 12’s players. Jade Bailey, Melissa Lawley, Jess Clarke, Ashley Hodson and Vicky Jepson all went along to help to deliver a special coaching session with the girls. They also presented this season’s LFC Women home shirts to the team and invited them to their game against Cleveland Ambassadors at Notre Dame University, courtesy of Joie.

Last year, Joie launched an exclusive range of Liverpool FC branded products, as well as working with the men’s club to deliver a host of family-focused events.

“At Joie we are all about families, and we’re delighted to expand our support of the Liverpool FC family to the LFC Women’s team,” said David Welsh, senior md at Joie. “We look forward to continuing our partnership together, supporting families in need and inspiring the next generation of LFC fans.”

Vicky Jepson, manager of LFC Women, added: “It’s really galvanising as a team to have the support of brands like Joie and Standard Chartered for the next few years. We’re really looking forward to working with them beyond our pre-season tour.”

Peter Moore, chief executive of Liverpool FC and chairman of LFC Women, said it sent a positive message for a family-focused brand like Joie to be investing in both the women’s and men’s teams.

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