Xolo joins hands with Liverpool FC

XOLO has entered into an exclusive partnership with Liverpool Football Club to become the latter’s official mobile handset partner for India, Sri Lanka, Nepal and Bangladesh.

In addition to offering Liverpool FC content, the handset maker will offer its users exclusive merchandise and the chance to meet various players from the club. Financial details of the engagement were not disclosed.

Over the next three years, Xolo (homegrown handset maker Lava’s smartphone brand) will invest Rs 100 crore on activities around the game of football.

"We are thrilled to have this association with a club that is revered as it seeks to grow the popularity of the sport in India. Through this association with Liverpool FC we will seek to not only increase connect with the youth but also drive growth for football in India," Sunil Raina, Business Head of XOLO, said in a press statement.

Founded in 1892, Liverpool FC is one of the world’s most successful football clubs in England and has won more European trophies than any other English team.

“We are working on finalising various initiatives to connect the fans to the Club. We have a three-year roadmap for activities around the game and we are looking at an investment of about Rs 100 crore,” he said.

He added that Xolo will work with Liverpool FC supporters and fan clubs in India to engage with a variety of football leagues, coaching camps and tournaments, bringing the Club closer to fans in India.

Citing the Brand Trust Report India 2013, Raina said Liverpool FC was named the most trusted football brand in India last year, finishing second only to the Indian Premier League (cricket) as the most trusted sports brand.

Over the last few years, corporates have also started taking keen interest in the game. Telecom giant Airtel sponsors many matches and has a partnership with Manchester United Football Club while Apollo Tyres is the club’s official tyre partner in India and the UK.