Liverpool FC: Steve Adams promoted to VP global partnership sales

Steve Adams, head of international partnerships at Liverpool FC (Premier League) since June 2022, has been promoted to vice president of global partnership sales, announced the club on the LinkedIn platform on 11/12/2025.

"He will lead LFC's global partnership sales efforts, accelerating our sustainable revenue growth and deepening our partner footprint globally. During his time at the club Steve has been instrumental in securing several high-impact partnerships that have significantly strengthened our global partner portfolio and paved the way for future commercial growth. His appointment comes at a time when LFC are experiencing record-breaking growth in global partnerships, with blue-chip partners and market leaders helping to create, and grow our curated, world-class partner family," said the club.

Steve Adams will work under Kate Theobald and Ben Latty, the club's commercial director and chief commercial officer respectively. Before joining Liverpool, Steve Adams worked in the FA's partnerships department between 2014 and 2022.