Liverpool FC have announced a new multi-year deal with SAS to become the club’s official AI marketing automation partner.
Under the agreement, the Premier League side will integrate the SAS Customer Intelligence 360 platform and SAS Viya to improve efficiency across marketing automation, campaign management, and data-led decision-making.
Founded in 1976, SAS has partnered with the club to help deliver personalised experiences for supporters and run effective campaigns for the club and its partners. Additionally, the collaboration involves the LFC Foundation, where SAS will help create dedicated AI and data education initiatives. This effort builds upon the foundation’s existing STEM programmes designed to introduce young people to digital skills.
Ben Latty, Chief Commercial Officer at Liverpool FC, said, “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.”
Latty added that the partnership will allow the club to deliver more personalised experiences for supporters. He also expressed excitement regarding the work with the LFC Foundation: “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, commented on the deal, stating, “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.”
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