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Liverpool Football Club has strengthened its global commercial presence with the announcement of a new global partnership. Earlier this year, the Reds launched a multi-year kit deal with Adidas, replacing Nike, and welcomed Haier, the world’s leading supplier of household appliances, as the club’s newest global partner.
Founded in 1984, Haier has held the No.1 spot in global home appliance retail sales for 16 consecutive years, serving over one billion households across more than 200 markets worldwide. Haier also owns the home appliance brand Candy, which famously appeared on Liverpool FC’s shirt from 1988 to 1992, a period fondly remembered by fans.
The Reds have now officially confirmed a new multi-year partnership with SAS as the club’s official AI marketing automation partner. Through this new deal, Liverpool will integrate the SAS® Customer Intelligence 360 platform and SAS Viya, enhancing marketing automation, campaign management, and data-driven decision-making.
Founded in 1976, SAS has nearly five decades of experience in analytics and AI marketing automation, helping organisations worldwide make faster, smarter, and more informed decisions. The partnership brings together two globally recognised brands focused on innovation, performance, and continuous improvement.
SAS will also collaborate with the LFC Foundation to develop AI and data education initiatives, building on the Foundation’s existing STEM programmes. These initiatives aim to inspire children to engage with STEM from an early age, fostering curiosity, problem-solving, and creativity. With a strong history of supporting education and technical literacy worldwide, SAS will work with the LFC Foundation to create meaningful learning opportunities for future generations.
Ben Latty, chief commercial officer at LFC, said: “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.”
Jennifer Chase, chief marketing officer at SAS, said: “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.”
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