Liverpool Ranked As One Of Europe’s Most Culturally Relevant Clubs

Liverpool FC has been ranked as the most culturally relevant football club among Europe’s leading clubs according to insights from independent global research, reinforcing the club’s influence both on and off the pitch.

LFC’s ranking reflects the club’s growing influence far beyond the pitch, with its global reach continuing to expand across social media, broadcast and digital platforms, including in the United States.

Over the past year, the club generated 14.7bn social video views, 37% more than the next highest Premier League club, was named the Premier League’s most engaged club for the third consecutive season and recorded the league’s most visited club website with 96.16 million global visits.

The finding emerged from a wider independent study carried out by Harris & Toluna, exploring the factors that drive impact for brands, rights holders and commercial partners across 22 international markets, undertaken as part of the club’s ongoing work with partners to better understand brand and audience impact.

The research found that 31% of respondents identified LFC as having a strong influence on culture, placing the club ahead of all other football clubs included in the survey, leading the way ahead of the next highest-ranked European club, which received 24%.

Beyond football, Liverpool was also ranked the most culturally relevant sports rights holder overall, ahead of a number of globally recognised sports brands, highlighting the club’s ability to influence conversations and trends across the wider sporting landscape.

The club topped the list with 31%, compared to 25% for the next closest ranked. The Reds’ influence was also reflected in the United States, where LFC ranked as the most culturally relevant European football club with 18%, ahead of second place who received 13%.

Hannah Pym, senior vice-president of marketing and digital at LFC, said: “Liverpool Football Club has always stood for more than football and we’re continually working to better understand the impact the club has on supporters around the world and the factors that drive that connection.

“To see the club recognised as the most culturally relevant football club reflects the breadth of our community, from the passionate supporter culture and deep roots we have here in the city of Liverpool, to our global fanbase around the world. Their continued passion and support help Liverpool remain part of conversations far beyond football.”

The study forms part of an annual research programme carried out by Harris & Toluna and included responses from across key international markets.