Liverpool FC Teams Up with SAS in Multi-Year AI Marketing Deal

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Under a new multi-year deal, Liverpool FC has partnered with analytics and software company SAS as its Official AI Marketing Automation Partner, integrating advanced data and AI technology into the club’s marketing and fan engagement activities.

As part of the agreement, Liverpool will deploy SAS Customer Intelligence 360 and SAS Viya, leveraging the platforms to enable marketing automation, campaign orchestration and data-driven decision-making across large consumer environments.

The integration of SAS technology is designed to optimise campaign operations and efficiency, while supporting deeper audience segmentation and more personalised fan engagement.

Moving beyond a typical logo-led sponsorship, the Liverpool–SAS partnership is built around technology adoption, with SAS tools woven into Liverpool’s marketing processes to influence how campaigns are created, evaluated and improved.

Chief Commercial Officer, Ben Latty highlighted the role of SAS technology in enhancing efficiency and insight across the club.

“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,” he said via press release.

SAS Chief Marketing Officer, Jennifer Chase underscored how the partnership leverages data and AI to elevate the fan experience for one of football’s most passionate global audiences.

“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,” she said via press release.

Alongside commercial operations, the deal includes a STEM-focused education element delivered in collaboration with the LFC Foundation, reflecting a growing trend for technology partnerships to blend enterprise deployment with community impact.

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Football NSW calls on clubs to Make It Red for Heart Health Round

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Football NSW is calling on clubs and associations across the state to register for the 2026 Make It Red campaign, joining a national awareness movement aimed at reducing heart-related deaths on sporting grounds ahead of Heart Health Round on the weekend of June 5 to 7.

The campaign, developed by the Heartbeat of Football Foundation, asks sporting clubs to wear red, raise funds and build awareness around heart disease and sudden cardiac arrest, which is the leading single cause of disease burden and death in Australia for both men and women, and one that health authorities say is largely preventable through modifiable risk factors.

The call to action comes as the Foundation continues its work to map and register Automated External Defibrillators across NSW sporting facilities, a project that has already engaged twelve football associations and fed data into both the NSW Ambulance GoodSAM registry and NSW Health’s public AED map. The availability of a functioning, registered AED on site is among the most significant determinants of survival following sudden cardiac arrest, with survival rates declining sharply for every minute without defibrillation.

Football NSW is encouraging clubs to engage with the campaign across three areas. Clubs can register for the Make It Red campaign to help fund research, education and prevention programs. Participants, particularly those aged over 35, are encouraged to seek a free heart health screening test from their local GP or enquire about hosting a Heartbeat of Football testing day. Clubs are also urged to ensure their grounds have active, accessible AEDs in place, with guidance available through Football NSW’s Rescue Ready Guide.

The Make It Red campaign runs from June 5 to July 12, with Heart Health Round taking place across the opening weekend. Clubs can register and access participation resources at makeitred.org.

Community Spirit Shines on AFC Grassroots Football Day 2026

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This week, Football Australia (FA) celebrated AFC Grassroots Football Day 2026, championing the people and communities who continue to hold up a safe, inclusive and supportive environment in the football landscape.

‘For all, for life’

In collaboration with Football NSW, Canterbury Football Association and community club, Balmain & District Football Club, the day reflected the very best of what football provides.

The event brought in participants of all ages – from 4-74 years-old – and reached a total of 400 people. Girls-only programs, all-abilities sessions and over-age football ensured all were catered for.

Such a diverse range of participants builds on a wider drive during FIFA World Football Week, which seeks to promote the sport not just as the dazzling lights of 100,000-seater stadiums, but as a way to foster community spirit and social development.

Furthermore, FA support through its Club Changer program was a welcome addition to the action, emphasising the organisation’s commitment to nurture a real love for the game across communities in Australia.

“Through Club Changer we support our clubs to provide a safe, fun and enjoyable environment where everyone is welcome; whether that be as a player, volunteer, referee or supporter,” explained National Program Manager Club Development at FA, Grace Lambourne.

“Everyone should feel they belong and are welcome to play, stay, and love the game.”

 

A welcome celebration

While the upcoming FIFA World Cup will no doubt inspire millions of future Socceroos and Matildas, events like the AFC Grassroots Football Day represent something beyond just inspiration.

It is a platform. An opportunity to express a love for football and to connect with others while doing so.

And connections between the professional and grassroots game is more important than ever if Australia is to nurture the next generation of talent.

This is particularly clear in the rise of women’s football across the nation. Since the FIFA Women’s World Cup, female participation rose by 32%, and registrations for the MiniTillies Program skyrocketed from 264 in 2023, to 1223 in 2024.

The professionals spark passion. But communities turn that passion into playing time.

That is why celebrating grassroots football – and the volunteers and families who sustain it – is a vital part of Australia’s football future. Together, FA and the AFC are creating strong foundations built on positivity, engagement, and inclusivity for all with a love for the beautiful game.

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