Liverpool FC, valued at $5.4 billion, partnered with PayPal to integrate its new PayPal+ rewards product into the fan experience, marking a strategic shift from previous collegiate deals and reflecting a broader trend of major brands deepening sports investments beyond simple visibility.
According to a report from Forbes, Liverpool FC has announced a major new partnership with PayPal, naming the payments platform as its official digital payments partner in a global, multi-year agreement.
The deal marks PayPal’s first-ever collaboration with a Premier League club, giving it a central role in how fans pay both online and at matchday.
Under the agreement, Liverpool will prominently feature PayPal on checkout and payment screens across its e-commerce operations and the All Red platform, making it easier and more seamless for fans to complete transactions.
PayPal+—the company’s newly launched, free loyalty programme—will allow supporters to earn reward points on matchday purchases, with tiered levels (Blue, Gold, and Black) offering increasing benefits.
At higher tiers, members can get “points worth up to 50% more at checkout,” according to the report.
Liverpool’s Chief Commercial Officer, Ben Latty, said: “PayPal is one of the most recognised and trusted names in digital payments, … Their expertise … makes them the ideal partner to help us elevate the experience for supporters worldwide.”
Meanwhile, PayPal’s Chief Marketing Officer, Geoff Seeley, added: “We’re offering customers a seamless and flexible experience … PayPal is the smarter way to pay for LFC and sports fans globally.”
The collaboration also extends beyond payments, as Liverpool and PayPal plan to work together to support LFC Women and expand grassroots football initiatives through the club’s foundation.
The report highlights PayPal’s scale—over 400 million active accounts in more than 200 markets, supporting 25 currencies—as a key factor in its ability to serve Liverpool’s global fanbase.