December 18 – Liverpool has strengthened its commitment to data-driven operations by announcing a new multi-year partnership with SAS, which will serve as the club’s official AI marketing automation partner. This agreement highlights how top football clubs are increasingly relying on artificial intelligence to gain advantages off the pitch. Liverpool plans to deploy SAS Customer Intelligence 360 and the SAS Viya platform to enhance marketing automation, campaign management, and data-driven decision-making, as part of a broader strategy to boost efficiency and insights throughout the club’s commercial operations. Liverpool’s adoption of AI reflects a wider pattern in football, where leading clubs use their substantial financial resources to implement advanced analytics in recruitment, performance, fan engagement, and commercial strategies. The unifying goal is to find marginal improvements in an industry where scale, efficiency, and insight are key to competitive advantage. Ben Latty, Chief Commercial Officer at Liverpool FC, stated: “Our partnership with SAS marks a significant milestone in advancing our marketing approach.

By integrating their technology—including the SAS Customer Intelligence 360 and SAS Viya platforms—we gain access to powerful tools that will streamline our processes and support enhanced decision-making. “As this partnership develops, it will enable us to offer more personalized experiences to our supporters and execute even more effective campaigns for the club and its partners. We are excited to welcome SAS into the LFC partnership family. “We also look forward to SAS collaborating with the LFC Foundation and its STEM initiatives, including introducing young people to the transformative potential of data and AI—motivating and equipping them with the digital skills necessary for success in the future workforce. ” Jennifer Chase, Chief Marketing Officer at SAS, commented: “Liverpool FC possesses one of the world’s most passionate fanbases, and we are proud to help elevate their experience through the capabilities of data and AI. “With SAS technology, the club can convert vast amounts of data into meaningful, real-time insights, enabling the delivery of the right message to the right fan at the right moment—connecting supporters from Anfield to every corner of the globe. ”