Iconic Sponsors - Candy: a sponsor forever bedded into Liverpool history


Candy is a producer of domestic appliances, established in Brugherio, Italy 74 years ago in 1945. The business is probably best known for the sales and marketing of Hoover, a brand that they acquired in 1995. Last year, on 28th September 2018, the Hoover Candy group was acquired by Chinese firm Haier. Anyway, that's enough about business and domestic appliances...

Although Crown Paints is probably the sponsor most fans will associate with Liverpool's 1980's dominance, Candy were still treated to two FA Cups, two FA Charity Shields, one shared FA Charity Shield and one First Division title.

Liverpool Retro Football Candy Shirt, League title 1989/90

The Candy sponsorship deal was worth just £1.5m over three seasons, a small amount of money when compared to Liverpool's latest deal with Standard Chartered, worth a reported £160m over four years. In total, Candy appeared on 11 different shirts; three home shirts, four change shirts and four goalkeeper shirts. 

Liverpool Away Retro Candy Football Shirt

Candy's first outing as Liverpool sponsor ended with a trophy, as the Reds defeated Wimbledon in the 1988 FA Charity Shield. Wimbledon took the lead in the 17th minute through a John Fashanu header. Wimbledon's lead didn't last long, when John Aldridge capitalised on a mistake from Wimbledon keeper Simon Tracey. The come-back was complete when Barnes found Aldridge again who finished in emphatic style.

Liverpool lost the 1988/89 title to Arsenal on the last day of the season, due to number of goals scored. However, they did end the season with another trophy, beating Everton 3-2 in a Merseyside Derby FA Cup Final. The game went all the way to extra time and was decided by a 104th minute winner by Ian Rush. The final was played just a few weeks after the Hillsborough disaster. Before the game, Liverpool fan Gerry Marsden sang a famous rendition of "You'll Never Walk Alone".

The following season, Liverpool clinched the First Division title on 28th April 1990, with two games to spare, making Candy the last Liverpool sponsor to see the Reds win a league title. Liverpool won the league by 9 points, scored the most goals and conceded the least goals.

Candy ended their reign as sponsor with an FA Cup, as Liverpool beat Sunderland 2-0 in the 1992 FA Cup Final. 

Following the end of Candy's sponsorship deal in 1992, Liverpool teamed up with Carlsberg to create one of the most recognisable shirt sponsors in the modern football era. Although Carlsberg no longer sponsor the shirt, they are still partnered with Liverpool to this day, and are the clubs official beer partner. 

Interesting Fact: Candy also dabbled in Formula One sponsorship, becoming the marquee sponsor for the Tyrrell team in 1979. Candy was also involved with the Toleman and Ligier teams, but eventually withdrew. 

Liverpool Retro Football Scarf, inspired by 1990 title winning shirt
Fans' Favourite have produced a retro football scarf inspired by our favourite Liverpool shirt, the shirt worn when the Reds last won the title in 1990. Please click here to shop. We are currently offering 30% off using the promo code: AnythingLFC


Leave a comment


Please note, comments must be approved before they are published