Liverpool FC Teams Up with SAS in Multi-Year AI Marketing Deal

Avatar
Image credit: Christian Bertrand / Shutterstock.com

Under a new multi-year deal, Liverpool FC has partnered with analytics and software company SAS as its Official AI Marketing Automation Partner, integrating advanced data and AI technology into the club’s marketing and fan engagement activities.

As part of the agreement, Liverpool will deploy SAS Customer Intelligence 360 and SAS Viya, leveraging the platforms to enable marketing automation, campaign orchestration and data-driven decision-making across large consumer environments.

The integration of SAS technology is designed to optimise campaign operations and efficiency, while supporting deeper audience segmentation and more personalised fan engagement.

Moving beyond a typical logo-led sponsorship, the Liverpool–SAS partnership is built around technology adoption, with SAS tools woven into Liverpool’s marketing processes to influence how campaigns are created, evaluated and improved.

Chief Commercial Officer, Ben Latty highlighted the role of SAS technology in enhancing efficiency and insight across the club.

“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 said via press release.

SAS Chief Marketing Officer, Jennifer Chase underscored how the partnership leverages data and AI to elevate the fan experience for one of football’s most passionate global audiences.

“Liverpool FC has one of the most passionate fan bases 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,” she said via press release.

Alongside commercial operations, the deal includes a STEM-focused education element delivered in collaboration with the LFC Foundation, reflecting a growing trend for technology partnerships to blend enterprise deployment with community impact.

Previous ArticleNext Article

Filopoulos: Football Must Move Beyond Campaigns to Win Fans for Good

Avatar
Image Credit: Perth Glory

Global marketing and advisory firm Bastion has strengthened its leadership team with the appointment of Peter Filopoulos as Managing Director, Experience. This decision brings one of Australian football’s most influential administrators into a new phase of the sports business landscape.

Filopoulos, who has held senior roles across Football Australia, Football Victoria and Perth Glory, will lead Bastion’s experiential and partnerships division, applying a football-informed lens to brand engagement.

Drawing on his time in the game, Filopoulos emphasised the importance of cohesion in building meaningful fan connections.

“For me, the biggest lesson is that fans don’t see brand, content and experience as individual silos, they experience it all as one connected ecosystem,” he said.

“At Football Australia, the work resonated most when everything was aligned; the team, the narrative, the partners and the matchday experience all working together to feel cohesive and authentic. That’s when engagement moves beyond interaction and becomes something far more meaningful.”

He added that too many organisations still treat fan engagement as short-term.

“Where a lot of organisations fall short is treating fan engagement as a campaign. It’s not, it’s an always-on system.”

Filopoulos’ move reflects a broader shift within football, where commercial growth is increasingly driven by experience-led strategy.

“At Bastion, we put experience at the centre—because it’s where the brand comes to life, where partners integrate in a way that adds real value and where fans genuinely connect,” he said.

“Our focus is on building platforms that bring fans closer to the brand… Get that right, and you’re creating something people actively want to be part of.”

Pushing for First Nations representation in the game with Football Queensland’s Murri Cup

Avatar
Image Credit: Football Queensland

Football Queensland has announced the inaugural FQ Murri Cup, a two-day tournament celebrating First Nations cultures and showcasing Indigenous football talent from across Queensland, to be held at Nudgee Recreation Reserve on November 28 and 29.

The competition, developed in close consultation with Football Australia’s National Indigenous Advisory Group and Football Australia’s General Manager of First Nations Courtney Fewquandie, will feature a Coles MiniRoos activation, a Charles Perkins XI Talent ID session and a community stallholder zone alongside the on-field competition. Expressions of interest are open now for individuals and teams across the state.

More than a tournament

The launch arrives at a moment when the structural underrepresentation of First Nations Australians in organised sport, at the administrative, coaching, and pathway levels, is under sustained scrutiny. Football, like most codes, has historically failed to build the kind of community-embedded structures that make sustained Indigenous participation possible rather than incidental.

The FQ Murri Cup is a direct response to that gap. By centering First Nations culture within the competition itself, rather than treating it as supplementary to a standard football event, the tournament signals a shift in how the game positions Indigenous participation as a community with its own relationship to the sport that deserves its own platform.

The inclusion of a Talent ID session carries specific weight. Structured pathways into elite football have not always been accessible to players from regional and remote Indigenous communities, where geography, cost and cultural barriers compound one another. Embedding that opportunity within a culturally safe environment lowers the threshold at the point where it most frequently closes.

“The FQ Murri Cup will bring together First Nations players, families and communities for a two-day celebration, providing a wonderful opportunity to acknowledge the contributions of First Nations participants within our game,” said Football Queensland CEO Robert Cavallucci.Mu

Most Popular Topics

Editor Picks

Send this to a friend