The Anfield to Anywhere Fan Sweepstakes relied on SAS Customer Intelligence 360 to bridge the gap between digital interaction and physical experience. As the Reds faced Wrexham AFC, the club used behavioral data to select recipients for the surprise upgrade. For winner David Chang, the technology served as a silent broker, moving him from a remote digital follower to a front-row observer of the players.
Liverpool FC and SAS Turn Fan Data Into Pitch-Side Experiences
Four American fans found themselves just four rows from the pitch at Yankee Stadium this July, thanks to a data-driven sweepstakes. By deploying SAS Viya to parse digital engagement patterns, Liverpool FC identified their most dedicated U.S. supporters, transforming abstract analytics into a tangible, high-stakes matchday moment.
Beyond the logistics of the sweepstakes, the collaboration highlights a shift in how sports organizations approach global fanbases. Hannah Pym, Senior Vice President of Marketing and Digital at Liverpool FC, noted that the challenge lies in rewarding passion for fans who rarely get to see the team in person. By automating the identification of highly engaged users, the club bypassed generic outreach in favor of precision rewards. SAS Chief Marketing Officer Jenn Chase emphasized that the goal was not the data itself, but the human connection fostered by recognizing long-term loyalty.
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