Birmingham based consultancy Liquid has penned a new deal to sponsor West Midlands football club West Bromwich Albion. The agreement will see the advisory firm support both the men’s and women’s teams at the club.

Founded in 2004, Liquid is a consultancy specialised in communications and public relations. With core offices in Birmingham and London, the firm started its international expansion 11 years ago, when it acquired offices in Jersey and Guernsey – and it has since continued to grow its international client base, working with businesses in Canada, Luxembourg, Hong Kong and Australia.

The consultancy has a long history of working with and supporting local and national sports including Aston Villa Football Club, DP World Tour’s Betfred British Masters, England Golf, Sport England, Birmingham 2022, the Cyrille Regis Legacy Trust, the British Transplant Games, Transplant Sport and Birmingham City Women. Now the firm has added to the extensive history, by agreeing to become a sponsor of West Bromwich Albion.

The Black Country club was a founding member of the English Football League in 1888, the first professional football league in the world – and in the decades since, the club has spent the majority of its existence in the top tier of English football. The Baggies have been champions of England once, in 1919–20, and won the FA Cup on five occasions, but currently find themselves in football’s second tier.

As the club looks to once again bounce back to the heights of the Premier League, Liquid will back both West Brom’s men’s and women’s teams – with the latter currently competing in the FA Women’s National League North. Throughout the 2023/24 season, Liquid will be a Silver Member of The Executive Club, with exposure at every home fixture during the season. This includes advertising on the crowd facing LED system at the Hawthorns, super-wide screens, in concourse areas and in the match programme, alongside other partners including professional services firms H-J Wealth Planning, MCD Kidderminster, and Paul Rigby Group.

Tomasz Chadwick, Head of Commercial at West Bromwich Albion, commented, “We are delighted to welcome Liquid as a sponsor for the new season and appreciate their ongoing support. The firm is led by immensely passionate individuals, that understand how important the sporting industry is and the impact it has on communities across the world. We’re proud to have fostered such a strong relationship and look forward to a successful season in partnership.”  

According to Liquid CEO Elisabeth Lewis-Jones, the move carries on a belief at the firm that “sport has the power to unite communities, instil a sense of civic pride and showcase the people that make a region great.” This belief is behind the firm’s regular backing of sporting institutions throughout the Midlands.

Lewis-Jones added, “Our teams across the globe love sport in all its forms, so we’re extremely proud to be sponsoring West Bromwich Albion. We know that we have immense pride in our home and favourite teams, so we can’t wait to join everyone in cheering on West Brom from the sidelines!” 

Many consulting firms are registered as sponsors or partners of top level football clubs, providing both financial backing and advice as part of the deal. In 2021, West Ham United FC Women partnered with boutique advisory firm Vision Consulting, while in the last year, GCB Recruitment became a Norwich City community partner, and DXC signed on to become the sleeve-sponsor of Manchester United.