AnnouncementLFC and Husqvarna break new ground with unique global partnership

As part of the multi-year global agreement, Husqvarna will become the official groundskeeping partner of LFC – the first partnership of its kind for both parties.

Since 2021, LFC has been using Husqvarna robotic mowers to maintain the pristine condition of the pitches at Anfield, the AXA Training Centre and the AXA Melwood Training Centre, ensuring that the club’s playing surfaces continue to be of the highest standard for players. An official partnership was the next natural and authentic development for the two market leaders.

Through this partnership, Husqvarna’s state-of-the-art equipment and innovative solutions will be more deeply integrated into LFC’s groundskeeping teams’ daily routines and pitch upkeep, making them a key part of creating and maintaining optimal pitch conditions for elite-level playing and training.

To celebrate the partnership, LFC and Husqvarna have produced a tongue-in-cheek launch video featuring the club’s award-winning ground staff, which you can watch below.

Ben Latty, chief commercial officer at LFC, said: “We are thrilled to announce this partnership between Liverpool FC and Husqvarna, two premium market leaders united by their shared values and innovative approach.

“We have developed ambitious commercial targets to attract the best brands that fit with Liverpool Football Club, and that can also help drive further success on the pitch.

“Husqvarna’s reputation for quality and innovation in grounds maintenance is unmatched, and we look forward to working closely with them to ensure our facilities continue to be maintained to the highest possible standards.”

LFC will help raise Husqvarna’s global profile through bespoke content and activations using its award-winning social platforms, which enjoy a combined global following of 186 million.

Additionally, Husqvarna branding will also be featured on the digital LED boards during matches at Anfield, reaching more than 400 million TV viewers per season around the world, enhancing Husqvarna’s brand visibility and awareness on a truly global scale.

Yvette Henshall-Bell, president Europe, Forest and Garden division at Husqvarna, said: “We are incredibly excited about the partnership with Liverpool Football Club: a globally recognised and prestigious institution that also shares our values, innovative approach and commitment to sustainability. It is truly a perfect match!

“Together, we bring unparalleled experiences to fans and customers worldwide and we look forward to achieving great things on and off the field.”