Lubricant maker Petro-Canada and Liverpool Football Club have renewed their existing partnership and have expanded it to include the parent firm of Petro-Canada, HollyFrontier, which is an independent refiner of fuel products and producer of speciality lubricants.
As part of the new multi-year deal, HollyFrontier will become the club’s official oil and lubricants partner. It will consequently have access to the club’s assets for reaching out to distributors and customers around the world, thanks to Liverpool FC’s global following. This will include various unique marketing assets, as well as appearances by players and past legends. The company will also be able to provide its key stakeholders with memorable experiences at events hosted at Anfield, the football club’s ground – subject to COVID-19 restrictions.
The company will also be featured prominently on the club’s digital channels and at Anfield on match days, enabling HollyFrontier to strengthen awareness of its operations, including its Petro-Canada Lubricants and Sonneborn brands, around the world.
Liverpool FC’s Commercial Director, Matt Scammell, said about the partnership:
“We are extremely pleased to broaden our relationship with HollyFrontier along with their Petro-Canada Lubricants and Sonneborn brands. We are delighted to partner with a global business that shares our values of ambition and commitment and we look forward to strengthening our partnership further and achieving great things.”
Speaking for HollyFrontier Lubricants and Specialties, President Bruce Lerner also expressed his pride at partnering with Liverpool FC, pointing out how the two organisations share a “commitment to excellence” and a “performance-ready ethos”.