Liverpool Football Club has signed a multi-year partnership with SAS, naming the US analytics group as its Official AI Marketing Automation Partner, as the Premier League club looks to sharpen data-driven decision-making and deepen engagement with its global fanbase.
Under the agreement, Liverpool FC will integrate SAS Customer Intelligence 360 and the SAS Viya platform across its marketing operations, covering automation, campaign management, and analytics. The club said the technology would improve efficiency and provide deeper insight to support more personalised supporter experiences.
The deal brings together two brands with an emphasis on performance and innovation. SAS, founded in 1976, has spent nearly five decades building a reputation in analytics and artificial intelligence, working with organisations across industries ranging from finance to healthcare.
Ben Latty, Chief Commercial Officer at Liverpool FC, said the partnership marked an important step in the evolution of the club’s marketing strategy. He said the integration of SAS technology would streamline internal processes and enable better-informed decisions, while helping the club deliver more relevant communications to supporters and commercial partners.
The partnership also includes a community element, with SAS expected to work alongside LFC Foundation on science, technology, engineering, and maths initiatives. The focus will be on introducing young people to data and AI, building on the foundation’s existing STEM programmes.
Jennifer Chase, Chief Marketing Officer at SAS, said Liverpool FC’s global following offered a powerful opportunity to demonstrate how data and AI can be used at scale. She said SAS technology would allow the club to convert large volumes of data into real-time insights, helping ensure the right message reaches the right fan at the right time, whether at Anfield or overseas.
SAS said it would explore dedicated education initiatives with LFC Foundation, aligning with its broader track record of supporting technical literacy and digital skills development worldwide.
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