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

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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.

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Isabella Mossin awarded Ninja A-League Women Referee of the Year

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Image credit: Football NSW

The youngest recipient since its inception, Mossin will officially receive the award after leading the Ninja A-League Grand Final 2026 on Saturday.

 

A rapid rise

After debuting in 2023, Mossin has quickly proved quality, composure and confidence as a referee in the Ninja A-League.

As a result of the achievement, Mossin will be the appointed referee for this weekend’s Grand Final between Melbourne City FC and Wellington Phoenix.

After beginning in the North West Sydney Football Association, Mossin then honed her craft with the Football NSW Referee Academy, a journey with foundations truly embedded in youth development and grassroots football.

Thus, Mossin is not just am individual success story, but a symbol of what institutional investment and opportunities can do for young women looking for a pathway to the game.

 

Celebrating success

The plaudits, unsurprisngly, are arriving from across Australia’s football landscape, with many emphasising the incredible standards set by Mossin since her debut just three years ago.

“This award is testament to Isabella’s hard work and dedication to refereeing, and a great reflection of the next generation of referees coming through the system in Australia,” said A-Leagues CEO, Steve Rosich.

“At just 25 years of age, she has consistently demonstrated composure, leadership, strong decision-making and the ability to perform under pressure in some of the biggest matches in the competition,” highlighted Football Australia Head of Referees, Jon Moss.

“Having someone refereeing their first Ninja A-league Women’s Grand Final at the age of 25 years should inspire all girls and young women referees (and potential referees) and show them that age is not a barrier to talent being recognised within Football Australia refereeing,” said Chair of Football Australia Referee Committee, David Elleray.

Given Mossin’s reputation and experience already at the top level of women’s football in Australia, there is no doubt that she will rise to the occasion this Saturday.

LALIGA and EA SPORTS FC collaborate in community pitch project

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Image credit: EA SPORTS FC Electronic Arts

Part of the EA SPORTS FC FUTURES grassroots initiative, the newly refurbished pitch will provide New York kids with a safe, inclusive space to enjoy the game in their community.

 

From Europe to US

In the heart of the Bronx, New York, LALIGA and EA SPORTS FC unveiled the new space as the 10th collaboration between the two parties to bring pitches to future generations.

It marks an exciting development not just for community infrastructure, but for representing the global reach and connections made possible through football.

Furthermore, with support from local artist, BG183, The William Lloyd Garrison School, and soccer-inspired education and youth support program, South Bronx United, it stands as a symbol of local pride and grassroots commitment.

“This project in New York is especially meaningful because it brings together access to sport, long-term community impact and a strong local identity,” explained LALIGA’s Executive Director of Business, Jorge de la Vega.

“Together with EA SPORTS FC and our community partners, we want this pitch to become a place where young people can play, grow and find new opportunities.”

 

Using platforms for wider growth

This is a project which provides aspiring young footballers with the facilities they need to thrive in their personal and sporting development.

And although it carries an emphasis on local values, the global work and vision of EA SPORTS FC and LALIGA is undeniable.

The former now supports similar initiatives across Europe, Asia, Africa, the Americas, and right here in Australia. The Sam Kerr Pitch, unveiled in Sydney in 2023, provides young girls with free access to a high-quality space.

Thus, EA SPORTS FC is showing a unique combination in its community investment strategy: the global name of LALIGA, paired with collaboration from local organisations, ultimately establishing something even bigger.

“While EA SPORTS FC lives in the game, our ambition goes beyond it – working with partners like LALIGA and local communities to create spaces where football can be played and experienced physically,” outlined EA SPORTS FC Senior Director, Partnerships Marketing, James Salmon.

“Projects like this in the South Bronx show how football can bring people together and create lasting impact.”

 

Small space, big impact

Although this may be one small pitch in the Bronx, its signficance resonates with grassroots communities across the world who know its true value.

Hopefully, EA SPORTS FC will continue to show their commitment to next generations for many years to come.

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