Tommy Hilfiger secures 20-year sponsorship with Liverpool FC

Tommy Hilfiger, the US-based fashion brand owned by PVH Group, has formalised a 20-year sponsorship deal with Liverpool FC, covering both the men’s and women’s teams until 2046.

The agreement includes the development of exclusive capsule collections featuring the players, reinforcing the brand’s long-term sports alignment in the UK.

The partnership follows Hilfiger’s 2025 deal with the Cadillac Formula 1 team, where the brand serves as official apparel sponsor and lifestyle partner. While financial terms were not disclosed, the arrangement demonstrates a strategic, long-term investment in high-visibility sports sponsorship.

The deal represents a return to football after two decades, with Hilfiger previously providing kit sponsorship to Arsenal FC in 2005. The brand has historically leveraged sport to increase lifestyle relevance and global visibility, aligning its product with professional athletes and sporting events.

Industry observers note that the fashion sector has increasingly entered the sports sponsorship space, with brands such as LVMH and Boggi Milano expanding partnerships with Formula 1 and other elite competitions over the past year.

The Liverpool sponsorship forms part of a broader strategy to integrate brand presence with global sporting platforms. By committing to a multi-decade deal, Tommy Hilfiger positions itself to influence fan-facing apparel, leverage player association, and maintain continuous visibility in elite football, setting a template for fashion-driven long-term sports sponsorships.

This deal illustrates the growing intersection of lifestyle brands and elite sports as a platform for sustained brand engagement.

Discover the full details of Tommy Hilfiger’s Liverpool FC partnership and its implications for sports sponsorship strategy in the complete story.

Photo credits to Liverpool FC’s official website