Thomas Cook have apologised after being accused of using the Hillsborough disaster to sell packages.
The travel firm claimed fans could ‘absorb the atmosphere as you pass by the Shankly Gates and memorial to the Hillsborough victims’ at next month’s Merseyside derby.
Thomas Cook Sport are selling packages to the December 10 clash for £299 per person which offer a ticket and access to the Anfield Beat Lounge.
Reds fans reacted angrily to the company’s itinerary, incensed that it appeared to promote the tragedy which saw 96 supporters killed in Sheffield.
Louise Brookes, whose brother Andrew was among the victims of Hillsborough, wrote on social media: “How dare you use our Hillsborough 96 loved ones as part of your ‘Itinerary’.
“1 of those 96 victims is my brother! How dare you use our 96 to sell tickets!
“Absolutely disgraceful! You should be ashamed of yourselves!”
Thomas Cook, one of Liverpool’s official club sponsors, later apologised on its official Twitter account as well as issuing a public statement.
“As a proud partner of LFC for almost a decade, we feel ingrained in the club’s history and care deeply about all those affected by the Hillsborough Disaster,” said a spokesman.
Thomas Cook Sport would like to apologise for any offence caused by our recent match day itinerary which included the Hillsborough Memorial. We have removed all references to Hillsborough from our itineraries.
— Thomas Cook Sport (@thomascooksport) 16 November 2017
“Thomas Cook Sport would like to apologise for any offence caused by our recent match day itinerary which could be read as promoting the Hillsborough memorial as a tourist attraction.
“That was absolutely not the intention and more about fans wanting to pay their respects at the dedicated memorial.
“We have removed all references to Hillsborough from our itineraries.”