Liverpool Football Club Executes Historic Global Campaign to Thank International Fanbase
Designed to connect with the club's global audience of over 450 million supporters, the campaign encompasses out-of-home advertising, digital media, direct consumer incentives, and community giveback initiatives. The initiative centers on a hero film released in 60-second and 30-second cuts across official club channels.
Titled "Dear Reds," the narrative features marquee players from LFC's men's and women's squads expressing direct appreciation to their supporters. The video features an extensive roster of international stars, including Virgil van Dijk, Ryan Gravenberch, Dominik Szoboszlai, Florian Wirtz, Alisson Becker, Rachael Laws, Grace Fisk, Hugo Ekitike, Beata Olsson, Alexis Mac Allister, Ronald Araujo, Alejandra Bernabé, Jeremy Jacquet, Cody Gakpo, and Ceri Holland.
The campaign leverages LFC's digital footprint, which exceeds 227 million social media followers and generated over 1.5 billion engagements during the previous season. Highlighting the campaign's role in extending the club's cultural reach, Liverpool FC SVP of marketing and digital, Hannah Pym, said: "LFC has always been shaped by its supporters.
Their passion, loyalty and connection to the club can be seen in every corner of the world, and that's something we're incredibly proud of. With 'Nice One', we're putting the world's greatest fans at the heart of our Christmas campaign and delivering football's biggest-ever thank you to the people who help make this club so special.
Spanning 24 cities, 16 countries and five continents, this bold and ambitious campaign reflects LFC's growing influence and cultural relevance beyond the pitch, highlighting its desire to connect with supporters in ways that extend beyond football into wider conversations across sport, entertainment and popular culture," Pym said. International Out-of-Home Footprint and Partner Integration The rollout establishes both physical and digital media footprint across international markets: Global Out-of-Home Footprint: Out-of-home assets featuring user-generated content captured by supporters will display across 24 cities in 16 countries, spanning five continents.
Locations directly align with Official Liverpool Supporters Club outposts, including Liverpool, Chester, London, Belfast, Dublin, Boston, Los Angeles, New York, Oslo, Stockholm, Aalborg, Copenhagen, Bangkok, Hong Kong, Tokyo, Bali, Jakarta, Surabaya, Singapore, Dubai, Durban, Cape Town, Adelaide, and Paris. Commercial Partner Integration: Corporate partners including PayPal, Carlsberg, and Expedia will back additional festive events and fan activations throughout the holiday period.
PayPal is offering integrated checkout discounts across LFC retail channels ahead of Black Friday and Cyber Monday, complemented by free admission to the Liverpool FC Museum throughout November using the online code "Nice One". Community Alignment: The marketing campaign operates alongside the LFC Foundation's localised Christmas Magic initiative, which provides emergency food relief and support to families across the Liverpool City Region.