As part of a new commercial deal with a design and marketing business, Liverpool FC is to support small businesses in the city region and beyond. Tony McDonough reports

Liverpool Football Club has signed a multi-year commercial agreement with design and marketing firm Vista that will see it offer support to small businesses.

Vista has been signed up as the club’s official small business design and marketing partner. Founded in 1995, Vista works with small firms all across the world including more than 1.5m in the UK.

Together, Liverpool FC and Vista will develop programmes that celebrate small businesses in the global LFC community and integrate them into team platforms, including digital and social media content, in-stadium activation, and promotion.

They will also partner to create a series of design initiatives that will engage fans and the small business community. The initial focus will be to support small businesses in Liverpool through the Small Business of the Match experience in the spirit of ‘making small feel big’.

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Inspirational small business owners will be nominated by LFC for their positive impact on the community and will be rewarded with an unforgettable matchday experience and recognition within Anfield and beyond.

Vista will also partner with the small businesses to provide design and marketing services to help support their business. A number of small businesses will be chosen and given ‘hero’ status at a selected match at Anfield.

Drew Crisp, senior vice president of digital at Liverpool FC, said “We are thrilled to welcome Vista on board. This is an exciting partnership that at the start will support small businesses in Liverpool, which in return will shape stronger communities in this city for a brighter future.

“The past two years has been tough for some businesses and this idea from Vista will be a huge opportunity for deserving small businesses to see their name in the lights at Anfield. Each will be given a global platform to tell everyone about their business and amplify their messaging.”

Emily Shirley, general manager of Vista UK & Ireland, added: “A city’s football team and small business community are the lifeblood of what makes it special, so we are thrilled to be partnering with such a team and city as iconic as Liverpool.

“Through LFC’s huge fan base, incredible talent, and community ties, we are excited to use this platform to celebrate the UK’s entrepreneurial heroes and provide the support they need to succeed.”