October 24, 2020

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HollyFrontier expands partnership with Liverpool Football Club

HollyFrontier has renewed and expanded its partnership with Premier League Champions – Liverpool Football Club. HollyFrontier, along with its commercial brands, including Petro-Canada Lubricants and Sonneborn, will become an Official Global Partner and the Official Oil & Lubricants Partner in this multi-year agreement.

The exclusive agreement will enable HollyFrontier and its brands to further leverage its connection with LFC to promote its industry-leading products and services to customers and its network of distributors across the globe. Access to player and Legend appearances, exclusive marketing assets, and when COVID-19 restrictions permit, events at Anfield’s world-class facilities will allow the company to offer premier experiences to distributors, customers, and prospects.

As part of the renewed relationship, HollyFrontier will leverage LFC’s global presence on broadcast and digital channels to strengthen its brand awareness in key global markets. The strategic partnership will provide reach of an unprecedented level for the businesses.

Commenting on the renewal, Matt Scammell, commercial director, Liverpool Football Club said: “We are extremely pleased to broaden our relationship with HollyFrontier along with their Petro-Canada Lubricants and Sonneborn brands.

“We are delighted to partner with a global business that shares our values of global ambition and we’re really looking forward to seeing what else we can achieve during the partnership.”

Bruce Lerner, president, HollyFrontier, Lubricants and Specialties said: “We are proud to partner with an organisation that shares our commitment to excellence. As World and European champions, Liverpool FC is a global leader in its field and shares HollyFrontier Lubricants and Specialties’ performance ready ethos.”

About HollyFrontier

HollyFrontier Corporation, headquartered in Dallas, Texas, is an independent petroleum refiner and marketer that produces high value light products such as gasoline, diesel fuel, jet fuel and other specialty products. HollyFrontier owns and operates refineries located in Kansas, Oklahoma, New Mexico and Utah and markets its refined products principally in the Southwest U.S., the Rocky Mountains extending into the Pacific Northwest and in other neighboring Plains states. In addition, HollyFrontier produces base oils and other specialized lubricants in the U.S., Canada and the Netherlands, and exports products to more than 80 countries.  HollyFrontier also owns a 57% limited partner interest and a non-economic general partner interest in Holly Energy Partners, L.P., a master limited partnership that provides petroleum product and crude oil transportation, terminalling, storage and throughput services to the petroleum industry, including HollyFrontier. 

About Sonneborn

For more than 100 years, Sonneborn, a HollyFrontier business, has been setting global industry standards for specialty products as one of the world’s largest dedicated suppliers of white oils, petrolatums and waxes.  Sonneborn products are used in many applications, including personal care, cosmetic, pharmaceutical, agricultural and food processing. With manufacturing facilities in North America and Europe, Sonneborn is a leading specialty hydrocarbon producer that offers expertise and depth of experience worldwide.

About Petro-Canada Lubricants

Petro-Canada Lubricants, a HollyFrontier business, produces, blends and packages lubricants, specialty fluids and greases that are exported to more than 80 countries n six continents. Petro-Canada Lubricants specializes in products and services proven to maximize equipment performance, productivity and overall savings. From heavy duty engine oils to hydraulic fluids, automatic transmission fluids and gear oils and greases – Petro-Canada Lubricants is committed to delivering innovative solutions that deliver value and keep businesses moving.

About Liverpool Football Club

  • Founded in 1892, Liverpool FC is one of the world’s most historic and famous football clubs, having won 19 League Titles, seven FA Cups, eight League Cups, six European Cups, three UEFA Cups, four European Super Cups, 15 Charity Shields and the FIFA Club World Cup.
  • As a socially responsible Club, Liverpool FC is proud of its heritage and plays a proactive role in its communities through its official charity, Liverpool FC Foundation, which aims to create life changing opportunities for children and young people in Merseyside and beyond, and the Red Neighbours programme, which creates events and experiences specifically aimed at improving the lives of those living in and around the Anfield area (L4, L5 and L6).
  • Liverpool FC is a global brand and works with leading edge commercial partners around the world providing unparalleled commercial opportunities.
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