We are seeing more of this type of commercial rights packaging and selling. Specific brand partners for clubs in different regions and for specific products.

As part of this deal, LFC and Levi's have also committed to engagement with the local community through the Levi’s Music Project which will work with Liverpool Lighthouse, the arts and music community centre in Anfield, and Sound City music festival to allow young Liverpudlians the chance to take part in masterclasses and workshops with artists and industry expert.

We expect to see more of these close commercial relationships developing in the Premier League as clubs take advantage of new attitudes and opportunities in the packaging of rights.