Husqvarna and Liverpool’s unique global partnership opens new paths

Midfielder Dominik Szoboszlai’s team, LFC, have been using Husqvarna robotic lawnmowers to maintain the greens at the AXA Training Centre and AXA Melwood Training Centre since 2021, supporting the pitch quality team in ensuring that LFC’s playing fields continue to be of the highest standard for the players. This partnership will see Husqvarna’s cutting-edge tools and innovative solutions become even more integrated into the daily routines and maintenance of the pitches by LFC’s ground management teams.

Ben Latty, LFC’s Commercial Director, said:

“We are delighted to announce this partnership between two market leaders, Liverpool FC and Husqvarna, who share a shared value and innovative approach. We have set ambitious commercial targets to work with the best brands that are a good fit for Liverpool Football Club and can contribute to their continued success on the pitch. Husqvarna represents an unrivalled level of quality and innovation in pitch maintenance and we look forward to working closely with them to continue to maintain our facilities to the highest possible standard.”

LFC will support Husqvarna’s global presence through unique content and engagement across its award-winning social media platforms, which have over 200 million followers worldwide. Husqvarna branding will also be displayed on digital LED screens during matches, reaching over 400 million TV viewers worldwide each season, increasing the brand’s visibility and awareness globally. The collaboration also saw the production of short videos with Liverpool players talking about the importance of their gardens as children, where they started training before stepping onto the pitch – these are available on Husqvarna UK’s YouTube channel as part of the ‘Husqvarna x Liverpool FC: Backyard Dreams’ series.