In January 2012 Warrior Sports officially announced its ground breaking deal with Liverpool FC starting in for the 2012/2013 season. The Boston based company replaced adidas and consequently signed its first major football deal. Warrior continues to break through the football clutter by signing Everton player Marouane Fellaini.
As a football marketer, I keep my eyes peeled on what is going on on and off the field. I pointed out that Warrior and Under Armour are the 2 new “kids on the block” entering football partnering respectively with Liverpool and Tottenham Hotspur.
When Warrior inked their deal with Liverpool, Puma Chief Marketing Officer Antonio Bertone “questioned wisdom of Liverpool deal” and said: “There will always be the Under Armours, the Warriors coming through. And with regards to that Warrior deal with Liverpool, all I can say is good luck.
You have to think, what are they making decisions with? Is it with their heart or with their brain? You always watch out for them and you always try to ask yourself, ‘Well why are they sexier? Are they just sexier because they’re new and consumers need new?”
Indeed, Liverpool signed a $41 million a year over 6 years. Their contract beats Manchester United’s previous Premier League kit record of $38m with Nike. This actually triggered Manchester United’s pressure on Nike for a better sponsorship deal.
Herbert Hainer adidas CEO justified the non extension of the LFC deal by saying that: “The gap between their performance on the field and what the number should be is not in balance.”
So clearly, Warrior is a major concern for football powerhouses.
Today, Warrior took things a step further by signing Everton midfielder Marouane Fellaini. Warrior will launch their 1st line football boots called “Skreamer”. The Belgian star said: “I chose Warrior because my approach to the game and desire to win is the same as theirs. It’s a brand that does things differently to the others and I really like that.
We are a great fit and I’m excited about the chance to influence a new generation of young footballers alongside Warrior.”
Ben Haworth, global sports marketing manager for Warrior Football, said of the brand’s new signing: “For Warrior to sign one of the most exciting and talked about players in world football is an incredible coup.”
“Fellaini possesses everything we look for in a Warrior player; he’s got flare, he has incredible power, he takes risks, he changes the game – there are only a handful of players left in the sport that can truly do that. We’re proud to add Marouane to our artillery.”
The facts speak for themselves. Warrior stepped in football and keeps the momentum going. Partnering a significant EPL club was step one. Signing a major player – on the verge of being a global star- is step two. What will step 3 be?