Liverpool chief Ian Ayre says their record kit deal with Warrior Sports will help them attract more sponsors.

It is the latest high-profile partnership signed under Ayre's stewardship, with the club aiming to spend within its means in accordance with UEFA rules to be implemented in 2013-14.

"At a time when financial fair play is being talked about and the ability to live by the means you create, these types of deals are essential," the club's managing director told Liverpoolfc.tv.

"We've always said we'll run the football club in a sustainable and proper way and these types of deals underpin everything that happens in terms of investment in the team.

"The more quality and high-level partners we can attract, and the more deals of this type we can do, the more we'll have to invest.

"We don't single out any individual deal as part of one particular player or transfer, but it's essential."