Liverpool FC teams with SAS for AI-powered marketing

Liverpool Football Club has signed a multi-year global partnership with data and AI specialist SAS, which will supply marketing automation and analytics technology across the Premier League side's commercial and fan engagement operations.

The agreement names SAS as Liverpool's official AI marketing automation partner. The club will deploy the SAS Customer Intelligence 360 platform and SAS Viya across its marketing organisation.

Liverpool plans to use the software for marketing automation and campaign management. The club also plans to use it for real-time insight and data-led decision-making across its supporter base and partner activity.

SAS will run its systems at scale across Liverpool's global fan engagement set-up. The club has one of the largest international followings in football and runs a broad digital, social and direct marketing operation.

The deal extends a wider trend in elite sport, where clubs and leagues use data platforms and AI tools to refine fan communications and sponsorship activation. European clubs have invested heavily in marketing technology as they seek to increase matchday, retail and digital revenues.

Marketing overhaul

Ben Latty, Chief Commercial Officer at Liverpool, said the partnership marks a shift in how the club manages its marketing work and relationships with supporters and sponsors.

"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.

"As the partnership grows, this will allow us to deliver more personalised experiences for our supporters and run even more effective campaigns for the club and our partners. We're thrilled to welcome SAS to the LFC partnership family.

"And we also look forward to SAS working with LFC Foundation and its STEM programmes, including introducing young people to the power of data and AI - inspiring and equipping them with the digital skills and knowledge they need to thrive in the future world of work," said Latty.

The club expects the integration of SAS technology to reshape how it targets and measures campaigns across channels. That includes communications for ticketing, memberships, merchandising and partner promotions.

Liverpool has invested in data infrastructure across both sporting and business operations in recent years. The SAS deal extends this strategy into AI-driven marketing and real-time analytics.

Real-time insight

SAS will provide tools that process large volumes of fan and campaign data in real time. The company said this will underpin more rapid decisions on content, offers and communications.

Jennifer Chase, Chief Marketing Officer at SAS, said the partnership centres on data-driven engagement of Liverpool's global fanbase.

"Liverpool FC has one of the most passionate fanbases 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," said Chase.

SAS has operated in the analytics market since 1976 and works with organisations in sectors such as financial services, retail, government and manufacturing. The Liverpool partnership places its AI marketing tools inside one of the most commercially active football brands.

Education focus

The agreement also includes an educational element linked to LFC Foundation. SAS will explore work streams with the charity on AI and data education initiatives.

The partners plan to build these around the Foundation's existing STEM programmes. Those programmes promote science, technology, engineering and maths education for children and young people and focus on skills such as curiosity, problem-solving and creativity.

SAS has previously backed education and technical literacy projects in other regions. It now aims to apply that experience in Merseyside and Liverpool's wider community through joint initiatives with LFC Foundation.

The organisations will develop specific activities and learning pathways as the partnership progresses. Both sides expect the collaboration on STEM and digital skills to expand over the duration of the deal.