On July 15th, at Liverpool Football Club's Anfield Stadium, MG Motor signed a contract with Liverpool FC that sees the British-born automotive brand become the world-famous football club’s official global partner.
With British sporting spirit in its DNA, MG Motor will further extend its status as an international brand through its collaboration with 2019 Champions League winners, Liverpool FC. As a brand that appeals to young, sporty and passionate individuals, this high-profile partnership will further boost MG’s popularity in the global market.
MG’s relationship with Liverpool FC started in 2016, when the brand became its official partner in China. After more than three years of cooperation, MG has engaged with huge audiences of fans across the world.
For more than 130 years, Liverpool FC has been at the forefront of the sport of football, with its squad of fast-paced, skillful stars. Liverpool FC is one of the most successful football clubs in the world, and in June this year won the 2019 Champions League, the sixth time the club has lifted Europe’s premier trophy.
Just like Liverpool FC, MG is a British-born brand with a strong legacy and impressive sporting heritage. It has achieved 43 world speed records, and continues to innovate to deliver the best performance.
The perfect match, MG Motor and Liverpool FC have expanded their global cooperation and will offer a range of benefits to fans of both brands, including LFC VIP experiences to watch the team training, LFC signed merchandise, match viewing parties and much more.
MG is popular amongst a large audience of young consumers all over the world. The brand’s total global sales for the first half year exceeded 120,000 units, with a YOY gross rate of 3.8% as MG’s global awareness continues to increase.
Tom Lee, Managing Director for SAIC Motor Middle East, parent company of MG Motor, commented: “Football is a natural territory for MG Motor. With our roots firmly placed in Great Britain – the birthplace of the sport – we share many synergies with Liverpool Football Club. As well as shared values, MG Motor and Liverpool FC also have long and illustrious histories and are both icons within their fields.
“With superstars like Mohammed Salah in the squad, this global partnership extends far beyond the UK to all corners of the Middle East where the club has a strong fan base. As the official Global Sponsor of the club we look forward to bringing football fans closer to our brand and modern product line-up through a series of exciting and engaging activities with Liverpool in the region.”
The announcement comes as MG Motor embarks on its most prolific period in recent years, announcing that it will launch three brand new models - the MG 5, MG RX 8 and MG HS - across the Middle East in the second half of 2019. The move builds on the brand’s rapidly-growing popularity with car buyers across the region. MG also recently announced the MG EZS which is currently undergoing extreme weather testing in the Middle East.