Liverpool deserve credit for negotiating another mutually beneficial deal with long-running partner Nivea.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Reds’ commercial relationship with the skincare brand.
Liverpool announced last Thursday (18 August) that they had extended the deal for another three seasons.
The partnership was first formed in 2015, meaning it will have run for over 10 years by the time it is due to expire.
“It is absolutely essential that it’s a win-win,” he told Football Insider’s Adam Williams.
“If it’s a win-lose, it will ultimately become lose-lose if one party is in fact exploiting the other to further their own benefits.
“I think this is a sign that they have got a good working relationship that satisfies both sides. It’s great negotiating.
“Liverpool get what they consider to be a fair level of sponsorship. Meanwhile, Nivea have got a high level of exposure when combined with a fairly high-profile marketing campaign.”
Liverpool trousered £217.6million from sponsorship and merchandising in 2020-21, the last financial year on record.
That figure is expected to rise again when they release their full accounts for the 2021-22 campaign next year.