Liverpool FC: a partnership with SAS (AI and data software) to implement marketing automation solutions

SAS, an American developer of data and artificial intelligence software, has become an official partner of Liverpool FC (Premier League) as part of a multi-year agreement from the 2025-26 season, announced the club on 17/12/2025.

SAS will provide the English club with IA solutions "enabling greater efficiency and insight across marketing automation, campaign management and data-led decision-making," said Liverpool FC. The American company will also work with the club's Foundation to develop AI and data education initiatives.

"Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools that will help streamline our work and support better decision-making. As the partnership grows, this will allow us to deliver more personalised experiences for our supporters and run even more effective campaigns for the club and our partners," said Ben Latty, chief commercial officer at Liverpool FC.

Premier League: Trimble (technology) global partner of Liverpool FC from 2025-26