Liverpool FC team up with SAS

Liverpool Football Club have announced a multi-year partnership with analytics firm SAS, bringing it on board as their Official AI Marketing Automation Partner.

The deal will see Liverpool integrate SAS’s Customer Intelligence 360 platform and SAS Viya to help with efficiency and gain more insight across “marketing automation, campaign management and data-led decision-making.”

Additionally, the two parties will work together to create AI and data education projects for the club’s charity arm, the LFC Foundation, further bolstering its STEM programmes.

Ben Latty, Chief Commercial Officer, Liverpool FC, commented:

“Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools – including SAS Customer Intelligence 360 platform and SAS Viya – that will help streamline our work and support better decision-making. As the partnership grows, this will allow us to deliver more personalised experiences for our supporters and run even more effective campaigns for the club and our partners. We’re thrilled to welcome SAS to the LFC partnership family. And we also look forward to SAS working with LFC Foundation and its STEM programmes, including introducing young people to the power of data and AI – inspiring and equipping them with the digital skills and knowledge they need to thrive in the future world of work.”

Jennifer Chase, Chief Marketing Officer at SAS, said:

“Liverpool FC has one of the most passionate fan bases in the world, and we’re proud to help elevate that experience through the power of data and AI. With SAS technology, the club can turn massive volumes of data into meaningful, real-time insights that allow us to get the right message, to the right fan, at the right time – connecting fans from Anfield to anywhere in the world.”