Liverpool FC Signs Multi-Year Partnership with SAS to Integrate AI-Driven Marketing Infrastructure.

Roger Hampel

Image: Liverpool FC

Liverpool FC has announced a new multi-year partnership with analytics and software company SAS, appointing the firm as the club’s Official AI Marketing Automation Partner. The agreement places advanced data and AI tools at the centre of Liverpool’s marketing and fan engagement operations.

Under the partnership, Liverpool will integrate SAS Customer Intelligence 360 and SAS Viya, platforms designed to support marketing automation, campaign orchestration and data-led decision-making across large-scale consumer ecosystems.

AI and Data Infrastructure as a Commercial Priority Liverpool FC

The integration of SAS platforms is intended to streamline campaign management and improve operational efficiency, while enabling more granular segmentation and personalisation across fan communications.

Unlike traditional brand sponsorships focused on visibility, the Liverpool–SAS agreement is structured around technology deployment and internal usage. SAS tools will be embedded into the club’s marketing workflows, influencing how campaigns are designed, measured and optimised.

In addition to commercial operations, the partnership includes an education dimension through collaboration with LFC Foundation, particularly in the area of STEM learning. While not central to the commercial structure of the deal, this element reflects a wider trend in technology partnerships where community and skills development are used to complement enterprise deployments.