Verbier brings fresh Alpine air to Liverpool FC

Verbier is partnering with Liverpool Football Club to promote itself more specifically in the European and British markets. Through its sponsorship of the Premier League club, which earned its place in the European Cup final, the Swiss ski resort will seek to increase brand visibility and position itself as the leading Alpine destination amongst new markets.

Verbier has signed a partnership agreement with Liverpool FC for a period of four years. This collaboration will allow the resort to communicate winter and summer holiday offers, as well as information about the region, helping to put the Swiss ski resort on the map for LFC fans.

To launch the partnership, Liverpool FC Legend, Robbie Fowler, recently took to the slopes to show off his skiing skills in a short video clip. As the video cuts to the end, fans will quickly realise he’s only spent an afternoon on an artificial ski slope – next time he should come to Verbier.

Billy Hogan, Managing Director and Chief Commercial Officer, Liverpool FC, said: “As our first Alpine destination partner, we are delighted to welcome Verbier to the LFC family. The resort shares many of our club’s values including passion and excellence, and we look forward to working closely with them to provide exciting opportunities for our fans.”

The resort will be made known to Liverpool FC supporters through various targeted actions, such as animations in and around the stadium and e-marketing actions with special offers on a stay in Verbier.

Laurent Vaucher, CEO of Téléverbier, said: “It is important to distinguish between sponsorship and commercial partnership. Our operation aims to make our station known and to entice LFC fans through new experiences.”

The highlight of the season will be the organisation, in January, of an operation called “Liverpool Week”. A week during which animations for all the hosts of the station will be organised in Verbier in connection with the Anfield club.

“The UK market accounts for approximately 28% of Verbier’s overnight stays over the winter season. It is therefore of strategic importance and we hope that this collaboration will help defend or even increase our market share in the UK but also in Europe,” says Pierre-André Gremaud, Managing Director of Verbier Promotion.

For more information about Verbier, visit