Liverpool FC announce new long-term partnership with Google

Liverpool Football Club have announced a new long-term partnership with the US tech giant Google.

The partnership will make Gemini, Google’s AI chatbot, the Official Consumer AI Partner of the Merseyside club, with its consumer electronics brand Pixel taking up the role of the Official Mobile Phone Partner of the club.

Via Gemini, Liverpool will highlight the ways AI can authentically enhance fan engagement via access to helpful, personalised, and creative tools.

Alongside Gemini, Liverpool will integrate Google Maps and Gmail to streamline away-day planning, find the best spots to watch games, as well as “help settle any debate in the group chat.”

Google Pixel, which has been a partner of the club since 2023, will continue working with the Reds on fan engagement activities and behind-the-scenes content using its 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.”