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LIVERPOOL, ENGLAND – MAY 25: Virgil van Dijk of Liverpool, lifts the Premier League trophy, as Liverpool are crowned the Champions of the Premier League for the 2024\/25 Season, following the Premier League match between Liverpool FC and Crystal Palace FC at Anfield on May 25, 2025 in Liverpool, England. (Photo by Carl Recine\/Getty Images)<\/p>\n
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Liverpool Football Club, valued at about $5.4 billion in Forbes\u2019 2025 ranking of the world\u2019s most valuable soccer teams<\/a>, is the latest sports property to partner with PayPal.<\/p>\n In June 2025, the company struck multi-year deals with the Big Ten and Big 12<\/a> that route new revenue-sharing payments to student-athletes through PayPal and Venmo. Now, with Liverpool, the focus is different: embedding its new rewards product, PayPal+<\/a>, directly into the fan experience.<\/p>\n As news of the Liverpool announcement made the rounds earlier today, Reddit user \u201cAfrikiwi<\/a>\u201d posed a reasonable quip: \u201cWhat\u2019s the true limit for various \u2018Official X Partners\u2019 do we reckon?\u201d It\u2019s a fair point. <\/p>\n Official partners are everywhere, and so are rewards programs. So why this PayPal product, why Liverpool, and why now\u2014and what\u2019s the actual value beyond being just another big-name sponsor chasing brand visibility?<\/p>\n I spoke with PayPal CMO Geoff Seeley by phone to understand the rationale.<\/p>\n PayPal logo can be seen at its office in San Jose, California, United States on November 23, 2019. PayPal has agreed to acquire Honey Science Corporation, a rapidly-growing technology platform for shopping and rewards, for approximately $4 billion. (Photo by Yichuan Cao\/NurPhoto via Getty Images)<\/p>\n NurPhoto via Getty Images<\/p>\n \u201cDay to day we deal with merchants and checkout flows,\u201d Seeley said during our phone interview. He framed the Liverpool FC partnership as a chance to \u201cembed infrastructure and facilitate experiences,\u201d not just add another logo to the ad boards. All of that explains why PayPal wants to be closer to the transaction. But it still leaves a harder question: what, exactly, does PayPal+ bring to the table?<\/p>\n The digital rewards space already spans thousands of products worldwide\u2014from general-purpose cash-back apps and retailer, restaurant, and travel schemes to card-network and bank-run loyalty programs. PayPal is betting that wiring its own tiers and points directly into one of the world\u2019s biggest fan bases can cut through that noise.<\/p>\n LIVERPOOL, ENGLAND – MAY 25: (THE SUN OUT. THE SUN ON SUNDAY OUT) Virgil van Dijk of Liverpool, lifts the Premier League trophy, as Liverpool are crowned the Champions of the Premier League for the 2024\/25 Season, following the Premier League match between Liverpool FC and Crystal Palace FC at Anfield on May 25, 2025 in Liverpool, England. (Photo by Liverpool FC\/Liverpool FC via Getty Images)<\/p>\n Liverpool FC via Getty Images<\/p>\n \u201cPayments are central to how a club runs and generates revenue,\u201d said Seeley. \u201cIf we can embed our infrastructure there, we\u2019re not just buying visibility \u2014 we\u2019re helping power the experience.\u201d The goal with Liverpool, he insists, is \u201cnot to just sit our badge on it, but to contribute.\u201d<\/p>\n PayPal joins a wave of blue-chip brands deepening sports investments: in August 2025 McLaren named Mastercard<\/a> its official naming partner from 2026\u2014a title deal reported at roughly $100 million per season; and LA28, in a first for the Olympics, approved venue naming rights, debuting the Comcast Squash Center at Universal Studios and recognizing Honda Center as a named venue<\/a>. <\/p>\n