Liverpool FC have renewed their partnership with cloud storage provider Wasabi Technologies through a new multi-year agreement, strengthening a collaboration that has become a key component of the club’s global digital content and fan engagement strategy.
The renewed deal will see Wasabi continue as Liverpool’s official cloud storage partner, providing the technology infrastructure that supports the club’s vast and growing content ecosystem. The agreement also expands Liverpool’s use of Wasabi’s AI-powered media management solutions, enabling faster content discovery, automated tagging, and more efficient distribution of digital assets across its global platforms.
Since first joining forces in 2022, the relationship has evolved beyond a conventional sponsorship into a strategic technology partnership designed to support Liverpool’s ambitions as one of the world’s most digitally connected sports brands. Wasabi’s cloud storage platform helps the club manage and access extensive archives of video, photography and marketing content while streamlining production workflows for media teams operating across multiple markets.
The renewal comes as Liverpool continues to generate record levels of fan engagement worldwide. During its recent Premier League-winning campaign, the club recorded more than 1.7 billion social media engagements and 935 million branded-content video views, underlining the increasing importance of scalable technology solutions in modern sports marketing.
According to the partners, the collaboration has delivered nearly 800 million impressions since its launch while significantly increasing Wasabi’s brand awareness and consideration among business decision-makers across key international markets.
Beyond technology integration, the partnership will continue to include joint marketing campaigns, hospitality activations, executive networking opportunities and community engagement initiatives aimed at creating value for both organisations.
Kate Theobald, Commercial Director at Liverpool FC, said, “We’re delighted to renew our global partnership with Wasabi, whose technology helps LFC better connect with supporters around the world in new and meaningful ways. Wasabi has been a trailblazer in cloud storage and AI-driven tagging, recognising the potential of technology-driven impact in the global sports industry.
“Their support has helped us extend the LFC brand into new audiences and communities, while reinforcing our position as a forward-thinking club that embraces innovation to enhance the fan experience. This renewal is a testament to the strength of our collaboration, and we’re excited to build on that success together.”
Michael Welts, Chief Marketing Officer at Wasabi Technologies, added, “Football is a game about pace on and off the pitch, and Liverpool FC is setting the standard for digital fan engagement globally. By utilising Wasabi hot cloud storage, LFC is rapidly unlocking the full value of its modern and historic content and connecting with fans anywhere in the world.
“Partnering with one of sport’s most iconic organisations has elevated our brand awareness across LFC’s key markets while opening new business opportunities through the club’s engagement with hundreds of technology partners across industry events, digital campaigns and community initiatives.”
For Liverpool, the extension reinforces its commitment to investing in technology that enhances fan experiences and supports the growing demand for always-on digital content. For Wasabi, the agreement secures continued association with one of football’s most recognisable brands at a time when global interest in the sport is accelerating, particularly in North America ahead of the FIFA World Cup 2026.
