Liverpool FC, the Premier League club and one of world football’s most analytically progressive organisations, have announced SAS as a Global Partner, reinforcing the club’s long-term focus on data-led performance, marketing, and decision-making.
The partnership brings the US-based data analytics and artificial intelligence company into Liverpool FC’s global commercial portfolio, aligning two organisations recognised for applying advanced analytics in complex, high-performance environments. While financial terms were not disclosed, the agreement is centred on innovation, decision intelligence, and the practical application of data across elite sport and enterprise.
Under the partnership, SAS will work with Liverpool FC across global marketing platforms, digital channels, and content initiatives. The collaboration will focus on how analytics and AI can support performance analysis, operational efficiency, and strategic decision-making, using elite football as a real-world case study for business and technology audiences. Joint storytelling and thought leadership programmes aimed at senior decision-makers will also form a key part of the relationship.
Ben Latty, Chief Commercial Officer at LFC, 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 the 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, added, “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.”
Liverpool FC have built a reputation as one of football’s most data-driven clubs, embedding analytics across recruitment, performance optimisation, medical services, and commercial operations. The partnership with SAS further strengthens that positioning by connecting the club’s sporting and business functions with a global technology brand specialising in turning complex data into actionable insight.
The announcement adds to Liverpool FC’s growing commercial roster, which includes partnerships with brands such as PayPal, Coca-Cola, Trimble, Women in Football, New Era, Haier, Visit Maldives, EC Markets, BAYCREW’S, and adidas.
On the pitch, Liverpool are currently defending their Premier League title and sit seventh in the league table, ten points behind leaders Arsenal. The club faces upcoming fixtures against Tottenham Hotspur, Wolverhampton Wanderers, Leeds United, and Fulham before travelling to Arsenal, as they look to close the gap in the title race.
The deal continues Liverpool FC’s strategy of securing partnerships that extend beyond traditional sponsorship, prioritising long-term strategic relevance. For SAS, the partnership offers a globally recognised platform to engage business and technology leaders, positioning elite football as a credible demonstration of analytics-driven decision intelligence in action.
