England: Liverpool FC launches new website with "simplified and easy to use" content

Liverpool FC (Barclays Premier League) launched LFC Xtra (www.xtra.liverpoolfc.com), a new site that has "been specifically tailored for an audience that wants to consume content quickly and on-the-go" on 11/11/2014. Complementing the club's official website, LFC Xtra, suitable for all platforms, offers daily news, exclusive content, videos and quizzes.

"We wanted to create an online experience that's different from what any other club in the world has done with content and doesn't take itself too seriously," said Paul Rogers, head of international development for the club. "LFC Xtra will act as a bridge between what fans currently consume in bite-size chunks on social media and the more comprehensive content offered by the official website."

• This site was made after "a recent online global fan survey by Liverpool FC indicated that fans, particularly younger, overseas fans, want to consume content in a new way, with a bigger focus on fun and engaging content about the lives of the club's star players," said Liverpool.

LFC Xtra, the new website of Liverpool FC