MUMBAI: Pernod Ricard, a major worldwide player in wines and spirits, through its brand Seagram‘s Fuel, has inked a marketing association with the English football club Liverpool FC.

Under the association, Pernod Ricard will be a regional marketing partner of Liverpool FC in India. 
 
Announcing the tie-up, Pernod Ricard India vice president- marketing Bikram Basu said: "This is Fuel‘s first involvement with sports in India, and it‘s fantastic to be associated with Liverpool Football Club. They are a distinguished Club with highly talented players, and supporters worldwide. The combination of the Reds and Fuel starts a winner." 
 
Added Liverpool Football Club commercial director Ian Ayre: "This deal represents a further commitment to engaging with our fans in India and reflects the rapidly growing popularity of the Barclays Premier League, and in particular Liverpool FC, within the country."