Ian Ayre Outlines Liverpool Digital Expansion, Club Strikes Deal with Gatorade
September 26, 2013
Liverpool Managing Director Ian Ayre has outlined the club’s plans to expand their global digital offering by giving fans more interactivity and “intuitive ways” to engage with the club.
TV and online material will be tailored to specific markets and accessible in local languages, which will include the launch of a dedicated Chinese website.
As of August 2013, Liverpool now has more followers on social media platforms from China than any other country in the world.
Liverpool has 34 official social media accounts, including 17 official international Twitter profiles – 12 of which are local-language accounts and five of which are country specific.
The club also has an official Russian-language presence on VK.com and five international Facebook profiles localised for individual markets.
At The Nolan Partners Sport Industry Breakfast Club, Ayre said: “We are one of the best known football clubs globally and it is a great source of pride that our fans come from all areas of the world. Liverpool FC wants to show its commitment to bringing the club closer to our fans, whatever age they are, wherever they may live.
“Extending the Liverpool FC brand beyond borders and connecting with our 200 million global fans also makes good commercial sense for the club and will help us achieve a competitive advantage on and off the field.”
Liverpool Sign Deal with Gatorade
In other news, the Merseyside club signed Gatorade as their official sports nutrition partner.
The three-year deal will see Gatorade supply their product to the club and allow the backroom staff to access the Gatorade Sports Science Institute which will provide support in maintaining the fitness and conditioning of the Reds.
Billy Hogan, chief commercial officer at Liverpool FC, commented: “Gatorade is a leading sports nutrition brand worldwide and we are thrilled to be partnering with them as they continue establishing a dominant position in world football.
“Gatorade’s products have powered the world’s greatest athletes in all areas of sport for over 40 years and we look forward to working with them through the 2013-14 Barclays Premier League season and beyond.”
“Liverpool FC is one of the world’s most renowned football clubs. This new partnership allows us to not only fuel the players, but we will also assist the fitness and conditioning backroom staff by providing additional sport science support for the team,” said Andrea Fairchild, Gatorade vice president, global & sports marketing.