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XOLO becomes Liverpool FC’s first regional marketing partner in India



January 7, 2014, 9:29 IST

Vishal Mathur

XOLO becomes Liverpool FC's first regional marketing partner in India

Xolo, the premium smartphone brand of Lava International, has announced an exclusive partnership with the Liverpool Football Club, making it the club’s regional marketing partner for South Asia. As part of the two-year agreement, Xolo smartphone buyers in India, also in Sri Lanka, Bangladesh and Nepal will be able to access club specific mobile content and merchandise. Over the next three years, XOLO will invest Rs 100 crore in promoting football in the region, specifically for Liverpool Football Club.

The agreement was inked at a press conference at Liverpool’s Melwood Training Ground by Sunil Raina, Business Head, XOLO and Olly Dale, Sales Director, Liverpool Football Club. Also present at the event was club legend, Kenny Dalglish. To make this an interactive event, another Liverpool FC legend, Robbie Fowler was present at an event in New Delhi.

“Liverpool FC is one of the most popular clubs in the country, with an iconic legacy. 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,” said Sunil Raina, Business Head, XOLO. “We believe that the partnership with the iconic Liverpool FC will bring many synergies and exciting opportunities to our consumers and partners in India,” he added.

Chief Commercial Officer at Liverpool FC, Billy Hogan commented: “We are delighted to announce our very first regional marketing partnership in India with XOLO, a leading smart mobile devices brand. Through this partnership we will deliver exclusive LFC content and exciting opportunities for fans to visit our home, Anfield. We have millions of fans in India and we are committed to bringing the Club closer to them. Teaming up with XOLO and launching our very first International Academy in Pune represent the start of our journey in India to make fans feel like their Club is right on their doorstep”.

Speaking at the event, Live from Melwood, Mr. Raina confirmed that XOLO is working on various initiatives with Liverpool, which includes exclusive content on the smartphones, special edition devices and also exclusive merchandise. Additionally, Liverpool FC confirmed that it will set up a coaching centre in the city of Pune.

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