How Liverpool FC is Harnessing AI Marketing Technology

Liverpool Football Club has announced a global partnership with analytics company SAS, naming the firm as the club's official AI marketing automation partner.

The multi-year agreement brings together the Premier League club and the analytics provider under a focus on performance, precision and continuous improvement.

The collaboration will see Liverpool FC integrate SAS Customer Intelligence 360 and SAS Viya into its operations to support marketing automation, campaign management and decision-making through analytics and AI.

SAS will work with the club to optimise how Liverpool FC understands and connects with its global fan community.

Ben Latty, Chief Commercial Officer at Liverpool FC, says technology will be integral to the next phase of the club's digital transformation.

"Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools – including SAS Customer Intelligence 360 platform and SAS Viya – that will help streamline our work and support better decision-making,” he says. 

“As the partnership grows, this will allow us to deliver more personalised experiences for our supporters and run even more effective campaigns for the club and our partners. We're thrilled to welcome SAS to the LFC partnership family. 

“We also look forward to SAS working with LFC Foundation and its STEM programmes, including introducing young people to the power of data and AI – inspiring and equipping them with the digital skills and knowledge they need to thrive in the future world of work."

Marketing through fan data

The partnership combines elite sport with enterprise AI, where real-time analytics can transform how a global fanbase experiences their team.

As football clubs increasingly shift from sports institutions to digital media brands, data-driven insights have become relevant for cultivating loyalty and driving engagement.

SAS Customer Intelligence 360 and SAS Viya will enable Liverpool FC to capture and interpret volumes of fan data, from matchday interactions and social media activity to ecommerce and content engagement.

The aim is to ensure that touchpoints with fans are timely, relevant and personalised.

Jennifer Chase, Chief Marketing Officer at SAS, says: "Liverpool FC has one of the most passionate fanbases in the world and we're proud to help elevate that experience through the power of data and AI. 

“With SAS technology, the club can turn massive volumes of data into meaningful, real-time insights that allow us to get the right message, to the right fan, at the right time – connecting fans from Anfield to anywhere in the world."

STEM education and digital literacy

The partnership will also involve SAS working to promote STEM education and digital literacy among young people.

SAS will collaborate with the LFC Foundation on initiatives designed to introduce students to AI and data analytics.

The foundation's STEM programmes champion engagement with science, technology, engineering and mathematics, encouraging curiosity, creativity and problem-solving among young learners.

With SAS involved, these initiatives will gain additional expertise and global reach.

AI integration across sport

The Liverpool-SAS partnership forms part of a trend across global sport: the integration of AI into performance and engagement.

While clubs have used analytics to refine tactics, AI-driven marketing now offers potential to change how teams communicate, build loyalty and foster community across continents.

By combining Liverpool's global brand with SAS's analytics capabilities, the partnership represents a direction where data functions as an operational tool and a force driving fandom, innovation and social impact.