Liverpool FC Expands Anfield Experience Strategy With New Premium Fan Activations.

Roger Hampel

Image: Liverpool FC

Liverpool FC has introduced two new supporter experiences at Anfield, continuing a wider trend across elite football where clubs increasingly develop premium stadium access products outside matchdays.

The club confirmed the return of its “Walk on the Pitch” tour while also launching a new activation called “Score on the Kop,” scheduled across selected dates at the end of May and beginning of June.

Anfield Experience Expands Beyond Traditional Stadium Tours Liverpool FC

The new experiences give supporters access to spaces traditionally associated with players and match operations, including the tunnel, dressing room, pitch and dugout areas.

“Walk on the Pitch” offers guided access onto the Anfield playing surface alongside entry to the stadium tour and museum. “Score on the Kop” takes the format further through a structured football session built around the feeling of a matchday routine at Anfield.

Participants enter through the home dressing room, walk past the “This Is Anfield” sign, emerge from the tunnel and take part in drills before shooting towards the Kop while family and friends watch from the stands.

Stadium Identity

Across football, clubs are investing more heavily in immersive stadium products linked to tunnel access, pitch-side experiences, dressing room entry and interactive sessions.

These formats create additional opportunities to monetise stadium infrastructure throughout the year while increasing supporter engagement beyond live matches.

In Liverpool’s case, Anfield remains one of the strongest stadium brands in world football. The launch of “Score on the Kop” highlights how clubs increasingly package stadium atmosphere, ritual and supporter culture into structured experiential products designed for a global audience.