The finding emerged from a wider independent study carried out by Harris & Toluna, exploring the factors that drive impact for brands, rights holders and commercial partners across 22 international markets, undertaken as part of the club’s ongoing work with partners to better understand brand and audience impact.
As part of the research, respondents were asked which organisations they believe have the greatest influence on culture, including fashion, social conversation, digital trends and the content people like, share and talk about.
The research found that 31 per cent of respondents identified LFC as having a strong influence on culture, placing the club ahead of all other football clubs included in the survey, leading the way ahead of the next highest-ranked European club, which received 24 per cent.
Beyond football, LFC was also ranked the most culturally relevant sports rights holder overall, ahead of a number of globally recognised sports brands, highlighting the club’s ability to influence conversations and trends across the wider sporting landscape. The club topped the list with 31 per cent, compared to 25 per cent for the next closest ranked.