Watch a highlights reel from our recent iSportconnect eMasterclass Series as we adapted take our events to a virtual platform in recent months. iSportconnect will soon be returning as part of a new partnership with Eleven Sports for the ‘Talking Sport’ series starting on the 13th of August…
ELEVEN SPORTS Rebrands And Sets Focus On Expansion As It Celebrates 5-Year Anniversary
ELEVEN SPORTS is marking its fifth anniversary with a rebrand that lays the foundations for its ambitious growth plans. Under the new ELEVEN brand umbrella, the group’s ‘2.0 strategy’ will see ELEVEN expand its offering with a host of new content streams and plans to grow its digital ecosystem with the aim of democratising sports content for fans across the world.
Since launching in 2015, ELEVEN has been disrupting the traditional media landscape with a fan first, platform agnostic service that gives fans access to the best LIVE action whenever and wherever they want to consume it. To date ELEVEN has established itself as a leading sports provider in Belgium, Luxembourg, Poland, Portugal, Italy, Taiwan, Japan and Myanmar. The group’s portfolio includes top competitions like La Liga, Bundesliga, Serie A, the Premier League, UEFA Champions League, F1 and the NBA as well as a host of local sports rights in each market.
ELEVEN’s 2.0 launch will initially focus on the group’s European markets of Belgium, Portugal and Italy with additional territories to follow in early 2021.
ELEVEN SPORTS CEO Luis Vicente said: “Andrea Radrizzani, Marc Watson and the rest of our founding group launched ELEVEN SPORTS in 2015 with the belief that there was a market for a new type of sports platform that could deliver for fans in a more flexible, fun and accessible way.
“Over the past five years that’s what they have created, together with our 400+ amazing members of staff. We’ve built a global community of fans, a world-class portfolio of rights and a host of platform innovations that differentiate us from our competitors. We have disrupted the status quo to democratize access to the best sport content and delivered on our mission to be fully platform-agnostic and fan-centric.
“We are now the guardians of this amazing legacy and our ELEVEN 2.0 approach will build on the fantastic work that’s already been done. With our new ELEVEN 2.0 strategy, we’re going to accelerate our journey with thousands of hours of additional LIVE content every year, an innovative digital first and data led approach and continuous investment in Premium rights alongside new investment in Longtail and Newtail rights in virtual and traditional sports. We are convinced about the massive untapped potential in the new brand verticals we’ve announced and we are excited about the opportunities we can deliver for more sports, athletes and fans around the world, in a true spirit of co-creation and joint venture.
“More than ever, we are building the most varied, most dynamic content offering possible and a destination to serve all fans with the content they want, at the time they want and wherever they are. More than ever, we stand by the fans and for the fans”
Member Insights: Learn Your Customer Lifetime Value First, If You Want To Improve Loyalty
With closeness to fans at an all time high in terms of necessity, StriveCloud’s Jente Vanhaesebroeck takes a look at why learning your customers’ lifetime value is critical to the fan journey and improving their loyalty.
Have you ever wondered who your best customers are? You probably should. As a general rule of thumb, it’s up to 5 times more expensive to acquire a new customer than it is to retain an existing one. What if by determining the lifetime value of your customers, you can secure their loyalty? Using gamification throughout the buyer’s journey can help you boost retention and engagement without additional costs.
And let’s be honest; who doesn’t want to save money? Sit back and relax, because we’re going to get into some data and unveil a couple of juicy gamification secrets behind true fan loyalty.
Here are some topics we’ll go over:
- What is Customer Lifetime Value?
- Will measuring Customer Lifetime Value boost loyalty?
- How to calculate Customer Lifetime Value?
- The true pain of losing a fan
- Why is fan loyalty so important?
- How to use gamification to elevate fan loyalty?
- Why gamification creates superfans
⏳ What is Customer Lifetime Value?
Let’s start with the obvious question here: what is Customer Lifetime Value? Customer Lifetime Value (or CLV for short) is a metric that represents the total amount of money a customer is expected to spend in their lifetime as a customer. Thus projecting their loyalty and behavior over a lifetime.
“Retained customers also buy more often and spend more overall. To top it all off loyal customers are 4 times more likely to refer more customers to your brand.”
But who needs another metric to track? The reason it’s so valuable to measure Customer Lifetime Value is because of its direct link to revenue over time. Why is that important? Well, the old rule of thumb states it is 5 times more expensive to acquire a new customer than to keep an existing one. Therefore every increase in retention has a major influence on revenue streams.
And if you think about it that makes sense. Because when you take Customer Lifetime Value and retention into account you are adding future value. In fact, a 5% increase in customer retention can increase profit by 25 to 95%. Retained customers also buy more often and spend more overall. To top it all off loyal customers are 4 times more likely to refer more customers to your brand.
One principle that encompasses this well is the Pareto principle. This economic principle, better known as the 80/20 rule, states that 80% of the profits come from 20% of your customers. These are your best customers as they usually have a lower service cost and higher spendings.
Heineken 0.0% Takes Over Partnership Of UEFA Europa League From Amstel
HEINEKEN today announces its flagship non-alcoholic beer brand, Heineken® 0.0%, will take over the sponsorship of the UEFA Europa League competition when the tournament resumes on 5th August 2020. The partnership represents the largest ever single sponsorship deal involving a non-alcoholic beer brand.
Heineken® 0.0% is now available in 58 markets globally (34 in Europe). The UEFA Europa League represents a significant opportunity for the brand to reach a new and engaged sports audience, with a viewership of 550 million people across all live programming and an average of 37 million viewers per matchday.
The sponsorship will run from the resumption of the 2019/20 competition on August 5th, through to June 2024. Sponsorship rights include LED pitch boarding exposure, digital rights, team greeter, match screenings and ticket giveaways, all of which will be incorporated into the activation of the brand campaign, ‘Now You Can’.
HEINEKEN has been a UEFA partner since 1994 through its sponsorship of the UEFA Champions League, in 2015 this partnership was strengthened when HEINEKEN began its sponsorship of UEFA Europa League. Heineken® 0.0% takes over from fellow HEINEKEN brand Amstel, which had leveraged the tournament for the last five years and will be shifting focus to platforms that have a strong local and regional impact in its fast-growing regions.
Hans Erik Tuijt, Heineken® Global Sponsorship Director, said, “Heineken® 0.0% has seen incredibly strong growth over the past few years, so we’re delighted to announce its first major sponsorship at a time when football is available to watch almost every day of the week. We feel it’s crucial to encourage responsible drinking and give consumers a choice.”
Guy-Laurent Epstein, director of marketing at UEFA Events SA, said, “We are pleased to welcome Heineken® 0.0% as the new official beer sponsor of the UEFA Europa League. This move represents the start of another great chapter of the longstanding relationship, between Heineken and UEFA.
“This exciting new sponsorship will begin immediately featuring at UEFA Europa League matches for the rest of the season. With the introduction of the UEFA Europa Conference League starting in 2021/22 season and Heineken’s commitment already confirmed for the next four years, we look forward to helping Heineken 0.0% establish its position within European club football, and as the biggest non-alcoholic beer sponsorship of its kind.”
SailGP Enlists Greenfly To Enhance Media Sharing
SailGP, the annual global championship featuring the world’s fastest sail racing, today announced a partnership with brand advocacy leader Greenfly, and has deployed Greenfly’s software platform for media collection and distribution. The partnership enables SailGP to aggregate and curate photos and videos for easy sharing with its world-class athletes and teams, while enhancing the league’s central digital channels.
The pinnacle of the sport, SailGP currently features teams from Australia, Denmark, France, Great Britain, Japan, Spain and the United States, and is working to expand its social reach and storytelling capabilities prior to the April 2021 start of its postponed second season.
During each of SailGP’s two-day events, thousands of media assets are created via body cameras on the athletes, fixed cameras on each of the seven race boats, on-water photographers and videographers, helicopters and drones, and videos clipped from the live broadcast feed. The partnership with Greenfly will enable content collection and curation to be automated, with the ability to route and share image and video galleries with teams and individual athletes immediately after each race.
SailGP has recognized the importance of activating and supporting each athlete’s personal digital brand, growing their fan network, and keeping them updated and engaged both during and outside of the season.
SailGP CMO Tim Godfrey said: “This unique partnership with Greenfly helps facilitate and streamline content collection from so many sources, and easily and quickly get it in the hands of our seven national teams and more than 50 elite athletes. We’re able to not only help support each team and athlete to build their own personal audiences, but also create unique and engaging content for viewers and fans across SailGP’s digital channels.”
Dwayne ‘The Rock’ Johnson, Dany Garcia And RedBird Capital Partners Acquire the XFL
Dwayne ‘The Rock’ Johnson, RedBird Capital Partners and Dany Garcia have been selected as the winning bidder for substantially all of the assets of Alpha Entertainment LLC, the parent company of the XFL. The XFL assets will be sold to Johnson, Garcia and RedBird for approximately $15 million, in accordance with the terms and conditions of the asset purchase agreement. The transaction is subject to bankruptcy court approval at a hearing this Friday, August 7 and, assuming that closing conditions are satisfied, is expected to close on or shortly after August 21. The sale auction previously scheduled for today will not occur.
Through this acquisition, the group secures the ability to option live entertainment intellectual property for further expansion across sports, live events and original entertainment programming.
“For Dwayne, Gerry and myself, this property represents an incredible opportunity. It is the confluence of great passion, tradition and possibility” said Dany Garcia. “Sports and entertainment are the foundations of the businesses I have built. Melding our expertise combined with our commitment to deliver exciting and inspiring unique content, has us all focused on developing the XFL brand into a multi-media experience that our athletes, partners and fans will proudly embrace and love.”
“The acquisition of the XFL with my talented partners, Dany Garcia and Gerry Cardinale, is an investment for me that’s rooted deeply in two things – my passion for the game and my desire to always take care of the fans,” said Dwayne Johnson. “With pride and gratitude for all that I’ve built with my own two hands, I plan to apply these callouses to the XFL, and look forward to creating something special for the players, fans, and everyone involved for the love of football.”
“It is a privilege to partner with Dany and Dwayne on the acquisition of the XFL,” said Gerry Cardinale, Founder and Managing Partner of RedBird Capital Partners. “Their track record in building dynamic businesses speaks for itself, and their vision and passion for developing the XFL as a world class sports and entertainment property will enable a new future for this organization. As their partner in acquiring and relaunching the XFL, RedBird will bring its own track record and experience in building world class companies in sports and live entertainment to help realize their vision.”
“We are grateful for today’s outcome,” said Jeffrey Pollack, XFL President and COO. “This is a Hollywood ending to our sale process and it is an exciting new chapter for the league. Dwayne, Dany and Gerry are a dream team ownership group and the XFL is in the best possible hands going forward.”
Garcia and Johnson are co-founders of Seven Bucks Companies, a multi-platform enterprise pioneering original content for television, film, emerging technologies and digital networks, and have been behind some of the most successful platforms in global entertainment. Through their joint enterprise, Garcia and Johnson’s work spans all entertainment and creative verticals involving investments, brand integrations, philanthropic endeavors, marketing, and film and television projects that are rooted in authenticity, passion and strong storytelling with a mission of promoting equality and inclusion.
Over the last twenty years, Cardinale has been responsible for the creation of several multi-billion dollar sports and entertainment companies in partnership with some of the most iconic rights holders in the world, including the YES Network with the New York Yankees; Legends Hospitality with the Yankees and Dallas Cowboys; On Location Experiences with the National Football League (NFL); and OneTeam Partners with the Players’ Associations of the NFL, Major League Baseball, Major League Soccer, United States Women’s National Soccer Team and Women’s National Basketball Association.
Member Insights: From ‘Nice To Have’ To ‘Must Have’ – Digital Remote Fan Solutions Will Drive Sponsorship Next Season
With supporter-less stadiums looking like it will continue to be necessary for all sporting events within the near future, Seyu take a look at how remote digital solutions involving fans will be key in driving sponsorship as new leagues begin in football and other sports continue to resume.
For more than a decade, social media and mobile technology have presented powerful communication tools for sport teams and athletes to connect with fans, and have also proven to be pivotal around the activation of brand partnerships. Now the movement towards digital is accelerating faster than ever before.
In recent months the broadcasters and clubs have relied heavily on archival and virtual content to keep their fans engaged. There has also been a market rise in the number of social-viewing activations of this kind, with some sports teams putting fans at the center of the conversation in a more deliberate way. As second-screen viewing experiences also become increasingly popular, such activations demonstrate how rights holders and clubs are attempting to capture digital audiences during live events by leveraging the users’ appetite for mobile content.
“Digital elements previously thought to be a comfortable, marginal feature of business now become a must-have road to take.”
As these solutions were extremely popular, many industry experts agree that the turning point is here: due to the pandemic and the constant restrictions, digital elements previously thought to be a comfortable, marginal feature of business now become a must-have road to take.
LESSONS LEARNED: YOUNGER AUDIENCES LOVE SECOND-SCREEN MOBILE CONTENT AND ACTIVATION
Resumptions to major competitions like the Premier League, Spain’s LaLiga, Italy’s Serie A and Germany’s Bundesliga have come as a welcome boost for broadcasters, with all four leagues attracting higher viewership during their return to play. The demand for quality sports content is as huge as before, but the way of engagement is rapidly changing.
Brand activations have played an increasingly prominent role so far, but with the cancellation of on-site experience the process turned almost entirely for digital and remote solutions. A recent study from the global sports marketing agency Octagon showed that these elements had a vital part in keeping engaged especially younger sports fans.
More than 82% of them between the ages of 18 and 29 have continued to engage in sports-related activities during the pandemic, which include everything from watching classic games on TV to following athletes on social media. The results of the survey also showed that 43% of this group claimed to be more loyal to sponsors that are continuing to promote sports during the pandemic compared to just 29% of those older than the age of 29.
The authors of the study highlighted that through sports sponsorships, the digital developments have created even greater loyalty among younger consumers to the clubs and the brands sponsoring the teams they love. With the absence of live sports digital content had the chance to step in spotlight ad show it’s magic, and those who adopted and continuously do so in this area, can earn permanent competitive advantage on the market.
WHAT REALLY BRINGS VALUE FOR THE SPONSORS: FAN-GENERATED, MODERATED, BRANDED SOCIAL MEDIA CONTENT
The above facts are underlining that in order to keep revenue streams and cash flow alive, creative digital campaigns are crucial for right holders. With Seyu, clubs can expand their marketing portfolio with 8 additional commercial platforms, directly reaching fans in front of their TVs home or in pubs. Seyu partners can tailor their sponsorship strategies based on analytical reports (including ROI analysis) that we deliver for them by extracting information from fan selfies such as the popularity of merchandise, consumer behavior or even supporter chants likeability.
“If a fan can be involved through a selfie in the stadium wearing the new jersey of his/her beloved team, the marketing message gets more attention”
In the same time Seyu takes the risk out of user generated content (UGC) for sport industry partners and allows them to share moderated, high-engaging, fan-generated, branded social media content on their platforms.
BUNDLED OFFERS, CREATIVE SOLUTIONS WILL DRIVE THE MARKET IN THE NEW SEASON
Building on data and remote fan involvement will be especially important when introducing the new kits, as if matches behind closed doors will remain for the start of the season, the festive mood will be absent, and the demand for jerseys offering significant revenue may decrease. If, however, a fan can be involved through a selfie in the stadium wearing the new jersey of his/her beloved team, the marketing message gets more attention, sales numbers turn out better, and the club will able to bring real business value for one of their main partner, the kit manufacturer too.
DEVELOPING EMOTIONAL CONNECTION BETWEEN THE SPONSORS AND FANS
Another important aspect of Seyu’s service is that partners can display sponsor content throughout our service, accompanying fans every step of the way during the real-time euphoric, emotional experience of being displayed on the LED screens in front of their favourite stars around the world. The emotional bond that the fans unconsciously develop with the brands that provided them the experience of their lifetime, could hardly be matched by any other currently available marketing solution and conducted on a mass-scale like Seyu does.
Thanks to the emotions that supporters have with their photos, Seyu selfies deliver extraordinary organic social media engagement and reach. Our study shows that our fan photos deliver an average 320% more engagement than any other photos shared from the same sport event. These studies also provided us with the insights that 22k Seyu selfies generated 130k engagement in 18 months, thanks to which our partners reached an additional 2.6 million consumers via our channel on the Hungarian market.
Gaming Brand W88 Announced As New Crystal Palace Shirt Sponsor
Crystal Palace F.C. has today announced a sponsorship deal with leading global online gaming brand, W88, who will become the club’s new shirt sponsor for the 2020/21 season.
The W88 logo will feature on the front of the club’s Premier League PUMA adult home, away and third shirts. W88 is a fast-growing brand in the gaming industry with a strong presence in Asia and offers a selection of sports betting, live dealer casino, poker, slots and lottery games.
W88 joins an exclusive group of global brands who are working with the club in an expanding program of innovative commercial relationships and more partnerships are due to be announced in the coming weeks.
Steve Parish, Crystal Palace F.C. Chairman, said: “We are delighted to welcome W88 as a new Principal Partner and shirt sponsor for the 2020/21 season. As the club begins a record eighth successive season in the Premier League, the most-watched league in the world, our international fanbase continues to grow.
“We share a common ambition to further extend our international footprint and we look forward to working in partnership with W88.”
Hilly Ehrlich, W88 Business Development Manager, said: “We are delighted to be working with Crystal Palace, a club with a rich history in south London spanning more than a century.
“Apart from working closely with the club’s management and players, we are also excited and looking forward to engaging with Palace fans, both in England and around the world, for a successful partnership. W88 has a global footprint and is a brand which represents integrity, trust and excellence.”
Crystal Palace F.C is committed to encouraging its supporters to gamble safely and in 2018 was the first Premier League club to agree a partnership with the charity, GambleAware, teaming up to produce advertisements and promotion materials at Selhurst Park to raise awareness of the risks of gambling.
“The Restart Has Presented Us With An Opportunity To Look At New Ways Of Imagining Our Games”
With the NBA season restarting last night with two dramatic, close games, iSportconnect talked to Ralph Rivera, EME Managing Director at the NBA, about how the league is working to bring fans closer to the action in spectator-less halls and some of the steps implemented to ensure the safety of players and that the season is completed.
How delighted is the league to be in a position where a restart is possible when that seemed like a very difficult proposition 2 months ago?
We’re thrilled to be able to restart the 2019-20 NBA season. Lots of planning, logistics and negotiations have gone into our campus at ESPN Wide World of Sports Complex at Walt Disney World Resort in Florida, and all against a backdrop of tremendous social unrest in the U.S. and a worldwide pandemic that has impacted all of us.
That said, people are eager for live sports to return, it provides a sense of community during this difficult time so it’s great that we’re in a position to complete the season and ultimately crown a champion. You can sense the level of excitement amongst the players, our fans and partners, with so many compelling storylines including how our games will look on broadcast and the immersive fan experience.
Our games will reach fans in 215 countries and territories and in 47 languages, including some 90 countries and territories in EME, on their televisions, computers, mobile phones and tablets with a never-before-seen virtual fan experience. The uniqueness of the Orlando ‘Campus’ also means that fans in Europe will be able to watch up to 40 games in primetime as part of the 88 seeding games, across the NBA’s broadcast partners and on NBA League Pass, the most-ever games to air in primetime internationally in a two-week period.
Can you take us through some of the measures that have been put in place to ensure the safety of all the players and team representatives?
First and foremost, the health and safety of our players, teams, staff and everyone associated with the game is our primary concern. In an unprecedented situation we’ve worked alongside the relevant medical and government experts to develop extensive health and safety protocols that will allow us to resume the season at a single, controlled site.
The restart has presented us with an opportunity to look at new ways of imagining our games in terms of both what the players experience, but also from a broadcast perspective and from a fan engagement point of view.
Upon arriving at the NBA Campus at Disney, to minimise risk of transmission as teams traveled to Orlando, all team staff and players went through an in-room quarantine of approximately 36-48 hours (while two coronavirus tests taken at least 24 hours apart were processed), with daily testing at the NBA Campus. Of the 344 players tested for COVID-19 on the NBA campus since test results were last announced on July 20, zero have returned confirmed positive tests, so we really feel that the measures that we have in place are working.
Without fans in attendance, how important is it for the league to try and bring the sport closer to the fans and how much have you taken from watching the return of other leagues around the world?
We often say 99% of fans will never actually experience a game live, and with the current situation that has of course increased to 100%. The restart has presented us with an opportunity to look at new ways of imagining our games in terms of both what the players experience, but also from a broadcast perspective and from a fan engagement point of view.
It was a chance to bring fans even closer to the action in a truly immersive experience and provide that sense of community, no matter where you might be watching the game or on what device or timezone. Fans in Europe we will be able to watch up to three games per day in primetime which will bring fans closer to the teams and players that they love.
In the UK for example, 33 games are scheduled prior to midnight in the first two weeks on Sky which is unprecedented. We paid very close attention to other leagues both domestically in the US and around the world in terms of the ‘return to play’, there was some shared learnings and protocols be it with the English Premier League or the German Bundesliga for example. In these unprecedented times, we were not competing with one another but were very much in a spirit of sharing so that we could create healthy environments for athletes within our respective sports.
What technology and innovations will you be providing to benefit the fan experience, are they brand new ideas or things that were in the plans that have been accelerated due to necessity?
Given the unprecedented nature of the season restart, it has enabled us to get creative and innovate around the way the game is presented to create a truly immersive fan experience. We worked closely with our broadcast and technology partners to enhance our game telecasts and also listened to our players, our ultimate goal is to deliver an enjoyable experience that feels genuine.
We will have fan video boards, where up to 300 fans can digitally interact with each other throughout the game using Microsoft’s “Together mode” to create a virtual experience by removing fans from their individual backgrounds and bringing them together in a shared visual space that will be seen through the broadcast and in the venue. We hope the players experience their energy and support in-venue.
All viewers will have the ability to impact visual effects in the venue through a virtual cheering experience. Fans can digitally cheer for their team through the NBA App, NBA.com and on Twitter using team hashtags throughout the game, with virtual cheering reflected on the video boards in-venue. Snapchat’s “ground segmentation” augmented reality technology will also give fans an opportunity to explore a virtual rendering of the official court in Orlando via a lens wherever they are.
Given the unprecedented nature of the season restart, it has enabled us to get creative and innovate around the way the game is presented to create a truly immersive fan experience.
Outside the USA, on League Pass the coverage of the seeding games will include alternate feeds with new camera angles, enhanced graphics, in-language streams and influencer commentary with a focus on areas such as pop culture and music.
The NBA has traditionally been arguably the best major sports league in the world at giving its players freedom to speak up on social issues, in the last week we’ve seen many discussing justice for Breonna Taylor. How is the league supporting players and these movements during these times?
We know this is bigger than basketball, and together with the NBPA, the central goal of our season restart will be take collective action to combat systemic racism and promote social justice. The players have created jersey messages to promote social justice and the jerseys from the opening games will be auctioned off to support a newly created social justice fund run by the Players Association Foundation.
The money raised will help ensure that these statements go hand in hand with action as part of the NBA family’s broader, long-term commitment to use the collective resources of the NBA and all 30 teams to drive social justice and economic empowerment in our communities. Throughout their time on campus, players, coaches, referees and staff have opportunities to participate in programming on social justice, and access to educational resources and expert speakers to help sustain momentum in addressing systemic inequities and creating meaningful change. “Conversations for the Culture” is a series of weekly, themed virtual conversations available to players in Orlando to discuss ways to address root causes of inequality and further understand social, economic, educational and health equity disparities impacting Black and Brown communities, among other issues, led by NBA Player Development, the NBPA and the National Basketball Coaches Association.
We’ve also partnered with Magic Johnson, the National Urban League and UnidosUS to raise awareness around issues like economic and social inequity, with the coronavirus impacting communities of color the most. Talks are also at an “intense” stage with the NBPA to form a foundation with a pledge from the league in which players “get an opportunity to determine where it goes.” A formal ownership vote to approve the foundation is expected soon.
Peter Moore To Step Down As CEO Of Liverpool Football Club
Peter Moore will step down as Liverpool FC’s chief executive officer at the end of August, following a successful three-year contract overseeing the club’s off-pitch business operations.
Moore left the UK permanently in 1981 for the United States and enjoyed a successful career at Sega, Reebok, Microsoft and EA. He returned to the UK in 2017 to take up a three-season post as Liverpool’s CEO and during his tenure he has played an important role in the club’s commercial, community and civic responsibilities.
On behalf of Fenway Sports Group, principal owner John W. Henry, chairman Tom Werner and president Mike Gordon said: “We would like to place on record our gratitude to Peter for his contribution and moving the club forward over the past three seasons. He has strengthened the club’s business operations through his leadership and we are grateful to him for his passion, dedication and support. We wish him, his wife Debbie and their families every success for the future as they return to the US and hope they will come back to visit us to take in a few games at Anfield.”
Billy Hogan, currently managing director and chief commercial officer, will assume the role of chief executive officer from September 1. Billy is a strong leader with more than 16 years’ institutional knowledge and experience in football and sports industries.
Moore said: “I’ve loved every minute of the job here in Liverpool and feel privileged to have moved the club forward on its civic, commercial and community operations during the last three years. It’s been an incredible journey and I’d like to pay tribute to John, Tom and Mike for giving me the opportunity to lead the business operations at Liverpool.
“I’ve had the great pleasure of working with an exceptionally talented senior leadership team; a group of committed colleagues who work tirelessly for the club; former players; business, community and civic partners and sponsors; incredible supporters around the world and so many other people I’ve met through my role as CEO. I’m indebted to so many people I’ve met on this fantastic journey at Liverpool.