Liverpool FC is one of the Premier League clubs spearheading a fresh strategic commercial partnerships approach and applying innovative tactics to sponsorships and fan engagement.
With all EPL clubs seeing growth in broadcast revenue and a major shift in technology platforms and data collection and analysis, Liverpool is one of the clubs leading the way when it comes to a revised approach to supporter relationships, regional partner tactics, sponsorship categories, new technology and activation.
One pillar of the strategy is exploring and expanding new platforms to ignite global fan engagement.
Liverpool, like most football clubs, is finding new paths to build fan followers and data in order to develop a more sophisticated understanding and a deeper appreciation of their supporters.
The club, like an increasing number of its rivals, understands that in today’s world, any organisation needs to give something to get something (including to get fan social followers and supporter data).
This is illustrated in its latest fan engagement and social reach mechanic called ‘1#in5million – New Number 5’ (see case study).
Additionally, Liverpool, perhaps more than most EPL clubs, genuinely understands the importance of its role in the community and cause space.
The club’s unique brand has been partly defined by its local community commitment and this is something that Liverpool is now extended around the world on a more international basis to reflect the club’s (and the EPL’s) increasingly global status.
One current example of this sees the club work with its main sponsor Standard Chartered on World AIDS Day ‘Around The World’ initiative (see case study).
Another silo of this new approach sees Liverpool make a concerted attempt to use a more regional approach – as illustrated by its recent deal with Chinese video service provider PPTV which, in its role as the club’s Chinese website sponsor, STB and TV partner, is producing a limited edition Liverpool-themed television (complete with Liverpool logo and club-branded start-up screens) in 2016 (see case study).
The club is also expanding into new categories not traditionally associated with football.
Looking beyond the traditional football partner industries like automotive, drink, finance and telecoms , other untapped categories being targeting include spaces that didn’t exist a few years ago – such as eSports and fantasy sports, peer-to-peer services and wearables.
This approach is illustrated by its recent partnership and campaign with Nivea (see case study).
Links:
Liverpool FC Website:
http://www.liverpoolfc.com/
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@LFC
Liverpool FC Facebook:
https://www.facebook.com/LiverpoolFC/
Liverpool FC YouTube:
https://www.youtube.com/user/LiverpoolFC
