Impressive business growth has been key to the self-sustainable business model of the owners of Fenway Sports Group. After the agreement reached with the travel company Expedia last month, Liverpool has achieved an increase of 2 million pounds a year compared to official sponsorship. The deal was negotiated by Fenway Sports Marketing, a division of FSG, which owns Liverpool, and the marketing agency Octagon. The negotiations were led by Liverpool's newly appointed commercial director, Matt Scammell, and the director of sales for America, Kate Pratt.
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