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Ayre Outlines Liverpool’s Digital Expansion Plans

Thu 26th Sep 2013 | IT & Technology

Liverpool Football Club have outlined plans to expand its global digital offering, which will underpin the club's continued international brand and commercial development.

Speaking at The Nolan Partners Sport Industry Breakfast Club in London, Liverpool managing director, Ian Ayre, reinforced the club's long-term strategic plan to grow its digital platforms by offering the global fan base more interactive and intuitive ways to engage with Liverpool.

Central to Liverpool's digital expansion strategy is to deliver compelling TV and online content which is tailored to specific markets and accessible in local languages.

Liverpool now 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.

Addressing the audience at the Nolan Partners Sport Industry Breakfast Club, Ayre said: "Liverpool FC is a Premier League pioneer for innovation, brand development and international fan engagement.

"Central to our international brand strategy is the club's revolutionised digital output, which is interactive, inclusive and localised to individual territories - delivering content which is tailored to specific markets and accessible in local languages.

"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.

"They are the foundation of Liverpool FC and we need to engage with them by embracing new technology and creating appealing and exciting digital content.

"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.

"We can create added value for our corporate partners and maximise the international commercial opportunities that benefit everyone at the club, including the players, coaching staff and the global community of fans across the world." 

 Posted by: Aaron Gourley

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