The multiyear deal will see the two brands work together to create unique experiences for fans and drivers alike, while opening further growth opportunities in FALKEN's key global markets. Utilizing the world class appeal of Liverpool FC - and putting the passion of the Clubs' fans at the heart of the sponsorship, FALKEN will create innovative initiatives including exclusive content to bring the Clubs' fans closer to the action. FALKEN will also benefit from a range of marketing and promotional rights including digital and social media support, pitch side LED, stadium branding and access to Liverpool FC players and Legends.

Commenting on the partnership, Billy Hogan, Chief Commercial Officer and Managing Director at Liverpool Football Club said: "We are proud to partner with FALKEN and are pleased to welcome them to the LFC family as a global partner. FALKEN has a great synergy with the club and it shares our values in terms of attitude and performance. We very much look forward to working together on this partnership."

Satoru Yamamoto, Director and Senior Executive Officer of SRI said: "We're delighted to partner with a football club as prestigious as Liverpool FC. We both believe in an exciting future and we look forward to working together to reward and recognize our customers, as well as connecting with more fans across the world. We're also pleased to reaffirm our commitment to supporting football, as we have done before, while building on our global strategy."