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JUST IN; Kieran Maguire salutes ‘great negotiations’ as ‘high-profile’ new Liverpool deal struck

 

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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.

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Liverpool announced last Thursday (18 August) that they had extended the deal for another three seasons.

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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.

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“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.

 

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