18th December 2025
December 18 – Liverpool have deepened their commitment to data-led operations after confirming a new multi-year partnership with SAS, which becomes the club’s official AI marketing automation partner.
The deal is another sign of how elite clubs are increasingly leaning on artificial intelligence to gain an edge beyond the pitch. Liverpool will integrate SAS Customer Intelligence 360 and the SAS Viya platform across marketing automation, campaign management and data-driven decision-making, as part of a broader effort to sharpen efficiency and insight across the club’s commercial operations.
Liverpool’s use AI mirrors a wider trend across football, with top clubs using their sizeable financial arsenals to deploy advanced analytics across recruitment, performance, fan engagement and commercial strategy. The common thread is the search for marginal gains in an industry where scale, efficiency and insight increasingly define competitive advantage.
Ben Latty, Chief Commercial Officer at Liverpool FC, 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 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.”
Contact the writer of this story, Harry Ewing, at [moc.l1766055776labto1766055776ofdlr1766055776owedi1766055776sni@g1766055776niwe.1766055776yrrah1766055776](javascript:;)