Liverpool announce Western Union as the club’s first ever shirt-sleeve sponsors

Liverpool are the latest Premier League club to announce a shirt-sleeve sponsor, confirming a deal with Western Union on Wednesday morning.

The money transfer services group have agreed a five-year deal with the Anfield club, which will see their logo appear on the sleeves of the club's shirts. Although the financial details of the deal have not been made public, a report from the Liverpool Echo claims it is worth £25m in total. Western Union will also become an official principal partner and the official money transfer partner of the club.

“Western Union is an instantly recognisable brand with a truly global footprint and we are absolutely delighted to welcome them as our first ever shirt-sleeve Sponsor and official principal partner," said Billy Hogan, the club's chief commercial officer and managing director.

https://twitter.com/LFC/status/895201632996253696 Shirt-sleeve sponsorship is prominent throughout European football but has always been banned in the Premier League. However, it was announced last year that top flight clubs would be permitted to agree sleeve sponsorships for the first time in the 2017/18 season. Manchester City were one of the first clubs to announce such a deal, with the Nexen Tires logo set to appear on their shirts from the start of the news season.