The Courts relationship will enhance the profile of Liverpool FC in Singapore and Malaysia - two Asian markets where Liverpool FC is already extremely popular

COURTS (Singapore) Ltd has entered into a marketing tie-up with Liverpool Football Club (LFC).

The partnership, brokered by Total Sports Asia, heralds a new era in Liverpool FC's corporate partnerships. The partnership with Courts is territory exclusive to Singapore and Malaysia.

The deal encompasses a wide range of benefits and assets, including the use of IP, online presence, access to hospitality and tickets, and the opportunity for the retailer to produce a range of LFC-licensed merchandise.

The Courts relationship will enhance the profile of Liverpool FC in Singapore and Malaysia - two Asian markets where Liverpool FC is already extremely popular, the company said in a statement.
"We're delighted to have the opportunity to work with one of Asia's foremost retailers. Whilst we expect the programme of activity we have planned with Courts to drive new business and enhance their offering to customers, we also believe the relationship will allow us to interact with our active fanbase in Singapore and Malaysia," Rick Parry, chief executive of Liverpool Football Club said.

Terry O'Connor, regional chief executive officer for Courts (Singapore), said the deal brings together two successful brands and presents a real opportunity for exciting new merchandise, promotions and community engagement.

Courts Malaysia has planned a list of exciting events through out the promotion period which continues until January 2009.

While LFC-licensed merchandise is expected to be in-store to add to the European Premier League excitement, there will also be exclusive screening of Liverpool FC matches, competitions to win exclusively-signed merchandise by Liverpool FC players as well as a regional competition giving away 12 tickets to Liverpool matches at Anfield.