Liverpool: Winning over the fans

John Clark of Fenway Sports Management, which owns both Liverpool FC and the Boston Red Sox, explains the relationship between the teams’ fans and their wide-ranging sponsorship deals

5th February, 2017
Liverpool’s partnership with Nivea has been profitable for both parties Picture: Getty

In the past decade, digital and technological innovation has changed the way fans interact with the athletes and teams they so passionately follow. Social media provides unprecedented access and behind-the-scenes views into athletes’ routines, training regimens and off-the-field activities. Online gaming allows fans to play alongside the pros. New media platforms including LeBron James’ Uninterrupted and Derek Jeter’s Players’ Tribune provide athletes with a vehicle to communicate news, perspectives and messages directly to fans....

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