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Anyone pick this up? LFC SIGN DEAL WITH MAXXIS Liverpool Football Club has agreed a three-year partnership deal with international tyre company Maxxis. LFC will work with the firm until 2012 following a successful relationship in the final stages of 2008-09. The deal will give Maxxis prominent exposure on LED pitchside advertising, Liverpoolfc.tv, LFC Magazine, the matchday programme and on LFC TV. LFC commercial director Ian Ayre said: "We're delighted to welcome Maxxis into our partnership family at what is an exciting time for the club. "The past three years have seen Maxxis establish itself as a brand that understands football fans and we look forward to developing a mutually beneficial programme of activity, not just in the UK, but on a global basis." This deal will enable Maxxis to reach not only the thousands of Liverpool fans who follow the team home and away, but also the millions who tune in to watch live matches worldwide. The company's UK managing director, Derek McMartin, said: "Our investment in football over the past few years has served us well, so we are delighted to continue supporting our UK retailers, especially the Maxxis Centres of Excellence network, and carry the brand forward by agreeing a new strategic partnership with one of football's biggest and best known clubs. "We look forward to capitalising on Liverpool FC's strong brand values and sense of community to promote Maxxis and our ability to deliver quality, reliable products at an affordable price." Maxxis is already connected to sports organisations around the world, including the New York Yankees, LA Dodgers and Chicago White Sox baseball teams. Maxxis began football sponsorship in 2006-07, developing a perimeter advertising and hospitality package with Aston Villa. They also have deals with Everton and Tottenham.