Liverpool FC signs SAS to up the club's marketing game

Liverpool Football Club might have struggled with consistency on the pitch so far this season but the club has vowed to deliver a more dependable marketing experience for both supporters and commercial partners on the back of a multi-year global data and AI deal with tech giant SAS.

The partnership, which is already up and running, will see the US multinational supply marketing automation and analytics technology across the Premier League side’s commercial and fan engagement operations.

The agreement names SAS as Liverpool’s official AI marketing automation partner. The club will deploy the SAS Customer Intelligence 360 platform and SAS Viya across its marketing organisation.

Liverpool plans to use the software for marketing automation and campaign management, as well as for real-time insight and data-led decision-making across its supporter base and partner activity.

SAS will run its systems at scale across Liverpool’s global fan engagement set-up. The club has one of the largest international followings in football and runs a broad digital, social and direct marketing operation.

The agreement also includes an educational element linked to LFC Foundation. SAS will explore work streams with the charity on AI and data education initiatives.

The partners plan to build these around the Foundation’s existing STEM programmes, which promote science, technology, engineering and maths education for children and young people.

The organisations will develop specific activities and learning programmes as the partnership progresses. Both sides expect the collaboration on STEM and digital skills to expand over the duration of the deal.

Liverpool FC chief commercial officer Ben Latty said the partnership marks a shift in how the club manages its marketing work and relationships with supporters and sponsors. “This partnership represents an important step in how we continue to evolve our marketing approach. Integrating SAS technology will give our team access to powerful tools that will help streamline our work and support better decision-making.

“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.

“And 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.”

The club expects the integration of SAS technology to reshape how it targets and measures campaigns across channels, including communications for ticketing, memberships, merchandising and partner promotions.

Liverpool has invested in data infrastructure across both sporting and business operations in recent years. The SAS deal extends this strategy into AI-driven marketing and real-time analytics.

Picture credit: Liverpool FC