Liverpool signs new long-term deal with Google
Premier League giants Liverpool FC have announced a new long-term partnership with Google which will see Google Gemini become the club’s Official Consumer AI Partner while Google Pixel will take up the role of the club’s Official Mobile Phone Partner. Liverpool will work with both the brands to highlight the ways AI can authentically enhance fan engagement via access to helpful, personalised and creative tools.
With Google Gemini, Liverpool will integrate Google Maps and Gmail to streamline away-day planning, find the best spots to watch the match, and help to settle any debate in the group chat. Google Pixel, who has been a partner since 2023, will continue on working on fan engagement activities and share behind-the-scenes content by using their camera technology and AI-powered features.
Ben Latty, Chief Commercial Officer at LFC, commented,
“We are delighted to extend our partnership with Google Pixel and expand our collaboration with the introduction of Google Gemini. Our partnership with Pixel has always been built on a shared commitment to innovation, creativity and bringing supporters closer to the club. The addition of Google Gemini marks an exciting new chapter and reflects our shared ambition to explore emerging technologies that can enhance how we create, connect and engage with our global fan base. Together, Google Pixel and Google Gemini will help us continue to push boundaries, tell stories in new ways and build on the incredible work we’ve already achieved across both the men’s and women’s game.”
Eileen Mannion, Vice-President of Marketing at Google, added,
“We are incredibly proud to extend our partnership with Liverpool FC. Since 2023, Pixel has helped share new, authentic perspectives of this iconic club. Now, by expanding our collaboration to include Google Gemini’s advanced agentic capabilities, fans can access a proactive personal assistant for seamless matchday planning and dive deeper than ever before into match and club insights. Together with LFC and their incredible global fan base, we will continue to push boundaries and redefine how fans experience the game we all love.”
