The partnership brings together two global brands with shared values of innovation, performance and continuous improvement. Through this partnership, LFC will integrate SAS® Customer Intelligence 360 and SAS Viya to deliver greater efficiency and deeper insights in marketing automation, campaign management, and data-driven decision-making.
SAS has been a leader in analytics for nearly 50 years. Since its founding in 1976, SAS has grown to become one of the most trusted companies in data and AI-powered marketing automation, delivering solutions that enable organizations in every major industry to make faster, smarter, and more confident decisions. Built on a foundation of trust, certainty, and expertise, we continue to use data to drive progress and value creation around the world.
Jennifer Chase, Chief Marketing Officer at SAS, said: “LFC has some of the most passionate fans in the world, and we are proud to help them use data and AI to further enhance the fan experience. SAS technology will enable LFC to transform large amounts of data into meaningful real-time insights, delivering the right message to the right fans at the right time. This will allow us to connect more deeply with fans around the world from our home at Anfield.”
Ben Latty, Chief Commercial Officer at LFC, said: “Our partnership with SAS is an important step in evolving our club’s marketing approach. By integrating Viya and other SAS technologies, LFC will have access to powerful tools to streamline operations and support better decision-making, allowing us to deliver a more personalized experience for each supporter and further enhance our campaigns for the club and our partners as the partnership develops. We are excited to have SAS join the LFC family of partnerships and look forward to working with the LFC Foundation and its STEM programs to help young people develop the digital skills and knowledge they need for the jobs of the future, including introducing them to the power of data and AI.”
SAS will continue to work with the LFC Foundation to explore initiatives focused on AI and data education. These initiatives build on the LFC Foundation’s existing programs that advocate the importance of children learning STEM from an early age and help develop essential skills such as curiosity, problem-solving and creativity.
SAS has long been committed to helping improve education and technology skills around the world. We will continue to work with the LFC Foundation to create meaningful learning opportunities for the next generation.
*Press release issued by Liverpool Football Club on 17 December 2025 ( ) is an abridged translation. The official language of this press release is English, and English will prevail for its content and interpretation.
About Liverpool Football Club (LFC)
Founded in 1892, Liverpool Football Club is one of the oldest and most prestigious football clubs in the world. To date, they have won numerous titles including 20 league titles including the Premier League, 8 FA Cups, 10 League Cups, 6 European Champions Cups, 3 UEFA Cups, 4 UEFA Super Cups, 16 Charity Shields, 2 Women’s Super League titles, and 1 Women’s Championship.
As a socially responsible club, Liverpool FC is proud of the work we do through our award-winning club initiative ‘The Red Way’. The club has an ongoing commitment to creating a better future for people, the planet and communities. This includes working to improve sustainability across the club, promoting equality, diversity and inclusion in all areas, and providing life-changing opportunities for children and young people in Merseyside and beyond through our official charity, the LFC Foundation.
About SAS
SAS is a leading data and AI company. SAS’ innovative software and industry-specific solutions give customers around the world the power to transform data into decisions they can trust. SAS delivers “The Power to Know®.”
*SAS and other products are trademarks or registered trademarks of SAS Institute Inc. in the United States and other countries. Other company and product names are trademarks or registered trademarks of their respective companies.
