Liverpool, heavyweights from English men’s soccer's top-tier Premier League, have promoted Kate Theobald to the position of commercial director.
Theobald replaces Ben Latty – who was promoted at the end of the 2023-24 season earlier this year to chief commercial officer – in this role.
Go deeper with GlobalData
She will now oversee the overall Liverpool global partnerships portfolio.
Theobald first joined the Merseyside club in 2019, and helped establish its New York office alongside the Fenway Sports Group private equity firm which has owned Liverpool for the last 14 years.
Her most recent role has been as vice president and head of global partnership sales, and the club has cited her as being involved in bringing new brands – such as Husqvarna, Japan Airlines, Orion Innovation, Lucozade, and Engelbert Strauss – on board. Indeed, Liverpool’s commercial revenue – the club has claimed – has risen to £272 million ($352.3 million) at last count.
Before joining Liverpool, she was the director of team sales and marketing partnerships at the Madison Square Garden company in New York (which looks after the New York Knicks and New York Rangers sports franchises).
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataBefore that, meanwhile, she worked at organizations including the New York Yankees (baseball) and the Breeders’ Cup (hose racing).
Theobald has now said: “I’m excited to build on the incredible momentum our team has achieved and continue aligning with partners who not only share our dedication to excellence but are committed to making a positive impact. It’s a privilege to work with brands that support LFC’s passion, global reach, and values as much as we do.”
In terms of Liverpool’s commercial activity, late October saw reports that the club has reportedly agreed a lucrative new long-term kit supply deal with German sportswear giant Adidas from the 2025-26 season.
The brand is set, according to media, to become the Premier League club’s kit supplier when US rival NIKE’s five-year contract expires at the end of this season.
