On 10 August a new tie-up between Sonos and Liverpool FC was announced through a simple campaign spanning PR and content running across the club and the sponsor’s social platforms led by a short spot soundtracked by a simple Kop club roar.
The fresh content unveils the audio company as the new official sound partner of Liverpool FC in a deal based around enhancing the sound experience of football.
The alliance will focus on creating immersive Liverpool linked sound experiences and content for both fans and players to enjoy: with a particular focus on the interior rooms and areas for the players at Anfield and at the AXA Training Center and on bringing the sounds of Anfield to fans around the world.
According to the campaign PR, the deal sees Sonos provide audio products and audio content that will ‘rumble games and intimately connect fans to the rhythms of the sport and the team they love so much’.
Plus it states that Sonos will also work closely with the Official Liverpool Supporters Clubs to recreate the unique audio atmosphere of the stadium to bring it into the homes of fans who watch games from a distance using Sonos home theater products.
“Sound has always been a fundamental part of sport because it injects energy into games, whether it’s when players listen to music to motivate themselves before going out to play, when fans chant in the stands, or when recreating the experience at home at the stadium,” explained Sonos Marketing VP Pete Pedersen. “We were looking for a team and a hobby that shared our passion for sound. Anfield’s electric vibe and the city’s deep musical roots made Liverpool FC the perfect candidate.”
“There is a clear harmony between Liverpool FC and Sonos, we both share a great passion for the soundtracks of our experiences,” added Liverpool FC Commercial Director Matt Scammell. “Sound is what makes Anfield such a special place, when our fans push the team the 12th player creates that game-changing atmosphere, something we can’t wait to hear again this season. We can’t wait to start working with Sonos to connect our fans around the world to the sound of Anfield. ”
Comment:
As a city Liverpool is home to a multitude of iconic bands, musicians, music venues and clubs – from The Beatles and The Cavern to Frankie Goes To Hollywood and Cream – and according to many Liverpool also boasts some of the world’s loudest football fans.
So sound has always been an important sense to the city and the club.
This is Sonos’ first ever collaboration with a sports team as the company seeks to reinforce its mission to ‘create simpler and more exciting sound experiences both in and out of the home’.
Audio is becoming an increasingly important strand of sports marketing as illustrated by recent sound-led campaigns and activations such as Samsung Australia and Optus’ Tokyo 2020 ‘Performance Enhancing Music Project’ and Team Ireland partner FDB Insurance’s ‘Sound Support’ sports star custom music tracks.
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