SAS Becomes Liverpool FC’s Official AI Partner

Liverpool Football Club has announced a global partnership with analytics leader SAS, naming the company as the club’s official AI marketing automation partner. 

The multi-year deal unites two global powerhouses – one rooted in sporting excellence and the other in data-driven innovation – under a shared vision of performance, precision and continuous improvement.

The collaboration will see Liverpool FC integrate SAS Customer Intelligence 360 and SAS Viya into its operations, enabling the Premier League club to enhance marketing automation, streamline campaign management and strengthen decision-making through advanced analytics and AI.

Putting data at the heart of fan experiences

At Liverpool FC, SAS will optimise how the club understands and connects with its global fan community. 

Ben Latty, Chief Commercial Officer at Liverpool FC, says technology will be integral to the next phase of the club’s digital transformation.

“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," says Ben.

“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.

“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.”

Collaboration built on intelligence and innovation

The partnership is, as well as a marketing, a convergence between elite sport and enterprise-grade AI, where real-time analytics can transform how a global fanbase experiences their team.

As football clubs increasingly shift away from solely sports institutions to digital media brands, data-driven insights have become essential for cultivating loyalty and driving engagement. 

SAS Customer Intelligence 360 and SAS Viya will empower Liverpool FC to capture and interpret vast volumes of fan data – from matchday interactions and social media activity to e-commerce and content engagement – ensuring that every touchpoint with fans is timely, relevant and deeply personalised.

Jennifer Chase, Chief Marketing Officer at SAS, says: “Liverpool FC has one of the most passionate fanbases 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.”

Empowering the next generation of digital innovators

An important component of the partnership will involve leveraging SAS expertise to promote STEM education and digital literacy among young people. 

SAS will collaborate with the LFC Foundation on initiatives designed to introduce students to the potential of AI and data analytics.

The foundation’s existing STEM programmes already champion early engagement with science, technology, engineering and mathematics – encouraging curiosity, creativity and problem-solving among young learners. 

With SAS on board, these initiatives will gain an additional layer of expertise and global reach.

The future of smart sport

The Liverpool–SAS partnership is part of a broader trend redefining global sport: the integration of AI into every layer of performance and engagement. 

While clubs have long used analytics to refine tactics on the pitch, AI-driven marketing now offers the potential to revolutionise how teams communicate, build loyalty and foster community across continents.

By combining Liverpool’s iconic global brand with SAS’s deep analytics capabilities, the partnership signals a future where data is not just an operational tool, but a creative force driving fandom, innovation and social impact alike.