Liverpool FC: Expanding Their Reach in the U.S. Market
As Liverpool FC celebrated its 20th Premier League title recently, enthusiasm among American fans surged, with countless supporters eager to purchase jerseys bearing the names of their favorite players such as Mo Salah, Trent Alexander-Arnold, and Virgil van Dijk.
Significant Fanbase in the United States
With an estimated 24 million fans across the country, Liverpool FC boasts a strong presence, represented by 67 supporters groups in 35 states. The United States leads international markets in merchandise sales, with a notable 14% increase last season. Viewership also rose, with over 30 million U.S. fans tuning in—a 42% increase compared to the previous season.
A Bumpy Start to Growth
In 2010, Liverpool faced dire financial challenges, putting its future in jeopardy. However, after being acquired by Fenway Sports Group for approximately $380 million, the club’s valuation surged to around $5.7 billion, as estimated by Forbes in May.
Shifting Business Strategies
According to Ben Latty, Liverpool FC’s Chief Commercial Officer, the club shifted its strategic focus towards sustainable business growth by diversifying its revenue streams. “The way that we operate commercially, and from a revenue standpoint, is very different to American sports,” Latty noted, emphasizing the club’s commitment to licensing, partnerships, and retail.
In-House Operations
Unlike many American football teams that control local broadcast rights, Liverpool prioritizes areas within its control. Latty highlighted the importance of owning and managing key touchpoints, including merchandise design and production, apart from its Nike-manufactured game kits. “We do everything ourselves,” he stated, underscoring the benefits of retaining operational control.
Strategic Partnerships
A vital component of Liverpool’s global branding success is its collaboration with high-profile corporate partners. In the past year and a half, the club secured ten major agreements with companies like Google Pixel, UPS, and Japan Airlines. Over half of Liverpool’s primary partners are U.S.-based firms, enabling effective engagement with fans globally.
Content Creation and Engagement
As a pioneer in digital engagement, Liverpool FC was the first Premier League club to amass over 10 million YouTube subscribers. Its extensive content portfolio, which includes interviews and behind-the-scenes footage, aims to resonate with both dedicated supporters and casual fans. Remarkably, around 70% of the club’s content is viewed by individuals who do not regularly follow soccer.
Impactful Social Media Presence
Having over 46.7 million Instagram followers, Liverpool FC reported an impressive 1.5 billion interactions across social media platforms last season, marking a 40% increase. Notable engagement figures were observed during significant victories, such as 61.3 million interactions following their Carabao Cup win in February 2024.
Continuing the Momentum
As Salah, van Dijk, and their teammates prepare to lift the Premier League trophy, the focus remains on sustaining profitable growth to further bolster the team’s success on the field. “The pressure is always to drive as much revenue as we can for the football club,” Latty emphasized, aiming to maintain the current trajectory of achievement.