Husqvarna partners with Liverpool Football Club

Liverpool Football Club (LFC), one of the largest soccer teams playing in the English Premier League, added Husqvarna as its official groundskeeping partner in a new deal that is the first of its kind for both parties.

LFC has been using Husqvarna robotic mowers since 2021 to maintain the conditions of the green spaces at AXA Training Centre and AXA Melwood Training Centre, helping ensure that LFC’s playing surfaces continue to be of the highest standard for players. This partnership allows Husqvarna’s equipment and solutions to be more deeply integrated into the LFC’s groundskeeping teams’ daily routines and pitch upkeep, making it a key part of creating and maintaining optimal pitch conditions for elite-level playing and training.

“We are thrilled to announce this partnership between Liverpool FC and Husqvarna, two premium market leaders united by their shared values and innovative approach,” Ben Latty, chief commercial officer at LFC, said. “We have developed ambitious commercial targets to attract the best brands that fit with Liverpool Football Club, and that can also help drive further success on the pitch.”

LFC will also help raise Husqvarna’s global profile through bespoke content and activations using its award-winning social platforms, which enjoy a combined global following of 186 million. Additionally, Husqvarna branding will also be featured on the digital LED boards during matches, reaching more than 400 million TV viewers globally per season, enhancing Husqvarna’s brand visibility and awareness on an international scale.

“We are incredibly excited about the partnership with Liverpool Football Club, a globally recognized and prestigious institution that also shares our values, innovative approach and commitment to sustainability. It is truly a perfect match,” Yvette Henshall-Bell, European Business Unit president at Husqvarna Forest and Garden Division, said. “Together, we bring unparalleled experiences to fans and customers worldwide, and we look forward to achieving great things on and off the field.”