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Liverpool FC secures first ever family partner

Baby gear specialist Joie inks three-year deal; will also launch branded products in 2018.

Liverpool FC has welcomed Joie as its first ever official family partner.

The three-year deal also sees Joie become the club’s Global Baby Gear partner.

Joie will also launch a range of Liverpool FC branded products in 2018, as well as working with the club to deliver a host of family focused events. In addition, the partnership will offer Joie additional social media and marketing support, as well as access to LFC players and legends throughout the season.

The partnership will kick off this weekend at LFC World in Shanghai, where Joie will be hosting a two-hour football clinic led by LFC coaches for children aged six to eight.

The partnership comes as Joie, which sells a wide range of baby gear – from car seats and strollers to cots and soothers – continues its global expansion. The partnership will bring the Joie brand to millions of LFC fans around the world.

David Welsh, md of Joie, said: “We’re thrilled to be Liverpool FC’s first ever Official Family Partner and Baby Gear Supplier. Liverpool is one of the world’s best football teams and iconic global brand.

“The partnership will boost global awareness of Joie. Just as importantly, the club shares our values of supporting families in need and we look forward to working with the club on charitable initiatives.”

Billy Hogan, md and chief commercial officer, Liverpool FC, added: “We are delighted to welcome Joie as our first ever Official Family Partner. Joie is a brand that really embraces and promotes family values, echoing perfectly the philosophy of Liverpool Football Club.

“We are very much looking forward to working with Joie, as well as offering our fans new and exciting products for young fans and families through the partnership.”

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