Liverpool FC Launches 'All Red' Membership Platform to Expand Global Fan Access.

Roger Hampel

Photo Credit: Liverpool FC

Liverpool FC has announced the launch of All Red, a newly restructured and digitally integrated membership program designed to unify the club’s paid services and fan engagement offerings under a single platform. The move consolidates existing products like LFCTV GO, official membership, and My LFC Rewards into a modernized framework aimed at offering tiered access for supporters at varying levels of involvement.

The rollout comes as Liverpool looks to deepen relationships with its global fanbase, capitalize on first-party data infrastructure, and increase direct-to-consumer monetization.

A Unified Membership Strategy with Tiered Access

All Red will be available in five membership tiers, four of which are paid:

• All Red Full

• All Red Light

• All Red Video

• All Red Junior

• All Red Essential (free tier)

  
  

The updated structure is designed to accommodate different types of fans, from ticket-seeking locals to international followers prioritizing digital content.

All Red Full serves as the flagship product and combines ticket access, retail benefits, exclusive content, and personalized experiences. It includes:

• Access to ticket sales (cup and Premier League home games, late availability windows)

• Digital content via the All Red Video platform

• Physical membership packages and retail discounts

• Priority access to exclusive experiences at Anfield and beyond

• Welcome and seasonal gifts

  
  

This consolidation simplifies the ecosystem for supporters while positioning the club to better segment and engage its user base across both physical and digital touchpoints.

Digital Video as Core Product Component Liverpool FC All Red

A key feature of the new system is the expansion of All Red Video, the rebranded version of LFCTV GO, which is now offered as a standalone monthly membership or bundled into All Red Full. The service offers:

• Full match replays and extended highlights

• Behind-the-scenes content and exclusive interviews

• Coverage of LFC Women, Academy matches, and pre-season games

• Match commentary for home and away games

• Access via web, mobile app, and connected TV devices

  
  

This positions All Red Video as a central part of Liverpool’s direct-to-consumer media strategy, aligning with broader trends in sports content distribution.

Commercial Implications and Strategic Goals

From a business perspective, the All Red launch is a fan-first initiative that also serves long-term commercial interests:

• Streamlines revenue streams previously split across different services

• Drives subscription-based income via digital and physical fan offerings

• Enhances data capture and retention to support CRM and personalization

• Provides a clearer value ladder for fans across age, geography, and engagement levels

  
  

The modular structure allows the club to adjust and scale offerings depending on market demands, fan behavior, and technology trends — particularly in key international territories where access to matchday tickets is limited.

Broader Industry Context

As more top clubs shift from static memberships toward platform-based ecosystems, Liverpool’s All Red initiative reflects a wider industry pivot. Clubs across Europe are building owned membership platforms that blend access, entertainment, and commerce — transforming traditional season ticket models into year-round, data-driven engagement systems.

Liverpool’s decision to align its video platform with its membership tiers also mirrors movements seen in major sports leagues and franchises, where OTT content is being packaged into premium loyalty offerings.