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Seagram's Fuel partners Liverpool

May 2, 2011

A Fuel for football fans in India - Pernod Ricard, the world's co-leader in wines and spirits, through its brand Seagram's Fuel has inked an association with Liverpool FC, the renowned English football club.

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The fizz that these two prominent names exude should gel well to give Indian soccer fans a lot to shout about. The Anfield club, known worldwide for its skillful players, sparkling play and outstanding record on the football field, especially the Premier League, matches the exciting and youthful category of Seagram's Fuel.

Announcing the tie-up, Bikram Basu, Vice President- Marketing, Pernod Ricard India 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."

Ian Ayre, Liverpool Football Club's Commercial Director added, "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. We look forward to some exciting times with Fuel".

As England's most successful team with over 40 major honours, Liverpool FC goes from strength to strength as it seeks new and innovative partnerships.

Speaking on the tie-up, Jeet Banerjee, Managing Director of Gameplan Sports, responsible for the collaboration said, "This is the first meaningful tie-up between a corporate and a top English football club. Liverpool FC is very popular with some top stars representing it. It has great history and heritage, which makes Anfield one of the most hallowed venues of English football. It's also an opportunity for fans to watch the action at Anfield."

Fuel and Liverpool FC are looking forward to this mutually respectful partnership as a successful and long lasting one.