Breaking: Liverpool Signs Multi-Year AI Marketing Deal With SAS
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Liverpool FC has unveiled a multi-year partnership with SAS to serve as the club’s official AI marketing automation partner.The agreement aims to integrate SAS Customer Intelligence 360 and SAS viya to streamline marketing operations, enhance campaign management, and ground decisions in data across the club and its partners.
The collaboration also extends to the LFC Foundation, where SAS will help develop dedicated AI and data education programs to boost digital skills among young people as part of the foundation’s STEM initiatives.
Ben Latty, Liverpool’s Chief Commercial Officer, said the partnership marks a pivotal step in modernizing the club’s marketing approach. He noted the integration will provide powerful tools to improve efficiency, support better decision-making, and enable more personalized experiences for supporters.
Latty added that SAS’s work with the LFC Foundation will inspire and equip young people with data and AI know-how to thrive in the future world of work.
Jennifer Chase, Chief Marketing Officer at SAS, said the deal reflects the club’s global fan base and will leverage data and AI to deliver timely, relevant messages to fans wherever they are, connecting Anfield to supporters around the world.
What This Means In Practice
The partnership centers on real-time insights and personalized outreach powered by SAS technology. The objective is to transform large data sets into actionable signals that guide campaigns and fan engagement across channels.
Key Facts At A Glance
| Club | Liverpool FC |
|---|---|
| Partner | SAS |
| Deal Type | Multi-year official AI marketing automation partner |
| Tech Platforms | SAS Customer Intelligence 360; SAS Viya |
| Focus Areas | Marketing automation, campaign management, data-driven decision-making |
| Foundation Initiatives | LFC Foundation AI and data education programs |
Evergreen Insights
As sports organizations increasingly embrace AI, partnerships like this illustrate a broader move toward data-powered fan engagement.Real-time insights enable targeted messaging that respects fan preferences while expanding reach globally. Investing in STEM education through the club’s foundation can cultivate the next generation of digital talent, aligning commercial growth with community impact.
Reader questions: how might AI-driven marketing affect your experience as a fan? What responsibilities should clubs balance when using data to enhance engagement?
Share your thoughts in the comments below.
.Liverpool FC × SAS: Partnership overview
- Strategic alliance announced in Q4 2025 to combine Liverpool’s global fan base with SAS’s AI and analytics platform.
- Core objectives: accelerate marketing automation, deepen fan‑centric data insights, and launch a data‑education program for supporters.
- Key stakeholders: Liverpool’s Commercial & Digital Innovation team, SAS’s Sports Analytics division, and the newly created “Red data Academy.”
AI‑Powered Marketing Automation
| Feature | How It Works | Fan Impact |
|---|---|---|
| Predictive segmentation | SAS Viya’s machine‑learning models analyze purchase history, browsing behavior, and social‑media engagement to create hyper‑granular audience clusters. | Fans receive offers that match their personal interests – e.g., early‑bird tickets for families, merchandise bundles for collectors. |
| Real‑time content personalization | AI engines serve dynamic email, push‑notification, and website content based on live fan signals (weather, match schedule, location). | Immediate relevance drives higher click‑through rates and reduces unsubscribe rates. |
| Automated campaign orchestration | Workflows trigger multi‑channel journeys (social, SMS, OTT) without manual intervention, adjusting spend allocation on the fly. | Consistent messaging across touchpoints, ensuring fans never miss critical updates. |
| Revenue‑optimizing pricing | Dynamic pricing algorithms recommend ticket and merchandise price points based on demand elasticity and competitor data. | Fans benefit from obvious, fair pricing while the club maximizes match‑day revenue. |
Key performance indicators (KPIs) tracked from launch:
- Customer lifetime Value (CLV) – target increase of 12 % within 12 months.
- Marketing ROI – expected lift of 18 % after AI‑driven spend optimization.
- Engagement rate – aim to boost email open rates from 24 % to 34 % through personalization.
fan‑Focused Data Education initiative
- Red Data Academy – free, tiered learning modules delivered through the official Liverpool app and partner platforms.
- Curriculum highlights:
- Data literacy basics – understanding how clubs collect and use fan data.
- AI & machine learning for sports fans – demystifying predictive models behind ticket suggestions.
- Privacy & consent – practical guidance on GDPR compliance and data rights.
- Interactive labs – fans can experiment with anonymized datasets to create their own match‑day insights.
- Gamified certification – users earn “Red Data Champion” badges, unlocking exclusive content such as behind‑the‑scenes videos and priority access to digital events.
Benefits for Liverpool FC
- Scalable personalization – AI reduces reliance on manual campaign setup, freeing the commercial team for strategic initiatives.
- Data‑driven decision making – real‑time dashboards blend ticket sales, merchandise, and fan sentiment for rapid tactics adjustments.
- Enhanced sponsor value – granular audience insights enable tailored activation packages for partners like Nike, Standard Chartered, and new AI‑tech sponsors.
- Future‑proofed infrastructure – migration to SAS Viya’s cloud‑native architecture supports upcoming metaverse and VR fan experiences.
Benefits for Fans
- Tailored offers that reflect individual preferences, reducing “noise” from irrelevant promotions.
- Transparent data usage – education modules build trust and empower fans to control their data footprints.
- Exclusive rewards for completing data‑education milestones, fostering deeper club loyalty.
- Improved match‑day experience – AI predicts crowd flow, helping stadium operations manage queues and safety more efficiently.
Implementation Roadmap (2025‑2026)
- Phase 1 – Data integration (Q4 2025)
- Consolidate CRM,ticketing,e‑commerce,and social‑media feeds into SAS data lake.
- Deploy anonymization protocols to meet GDPR and UK‑ICO standards.
- Phase 2 – Model Development (Q1 2026)
- Build and test segmentation, churn, and upsell models using historic fan data.
- Pilot predictive pricing on a selection of premier League fixtures.
- phase 3 – Campaign automation Rollout (Q2 2026)
- Activate AI‑generated journeys for season‑ticket renewals and international fan outreach.
- Integrate with HubSpot and Salesforce Marketing Cloud for cross‑platform consistency.
- Phase 4 – Red Data Academy Launch (Q3 2026)
- Release beta version to 10,000 fans, collect feedback, and iterate.
- Scale to global fan base with multilingual content (english, Spanish, Mandarin, Arabic).
- Phase 5 – Continuous Optimization (Q4 2026 onward)
- Use reinforcement learning loops to fine‑tune campaign timing and content.
- Publish quarterly impact reports for internal stakeholders and sponsors.
Real‑World Examples from Early pilots
- Targeted merchandise push: AI identified a cluster of “retro‑collector” fans; a personalized email featuring 1992‑era kits achieved a 27 % conversion rate-double the club’s average.
- Dynamic ticket pricing for a high‑profile derby: Adjustments based on live demand and weather forecasts increased average ticket revenue by 9 % while maintaining fan‑friendly price caps.
- fan‑education engagement: 4,800 fans completed the “AI Basics” module in the first month, resulting in a 14 % rise in opt‑in rates for data‑driven communications.
Practical Tips for Sports Organizations Considering Similar Partnerships
- Start with a clear data‑governance framework – Align legal, IT, and marketing teams before importing fan data into an AI platform.
- Choose a partner with both analytics depth and sports‑industry experience – SAS’s dedicated Sports Analytics division offers pre‑built templates that accelerate time‑to‑value.
- Pilot with a focused fan segment – small‑scale tests generate measurable ROI and provide compelling case studies for broader rollout.
- Invest in fan education early – Clarity builds trust, reduces opt‑out rates, and creates a community of data‑savvy supporters.
- Measure success beyond sales – Track engagement metrics, privacy compliance adoption, and sponsor satisfaction to capture the full impact of AI‑driven initiatives.
