Liverpool FC used SAS Viya to analyse supporter engagement and purchasing behaviour across its digital properties, looking for U.S.-based fans whose connection to the club ran deeper than casual following. The output fed into SAS Customer Intelligence 360, which handled the personalised outreach for what the club called the Anfield to Anywhere Fan Sweepstakes — a competition that awarded four winners with seats near enough to the pitch to make the experience feel genuinely earned.
Fan engagement data is voluminous and noisy; the hard problem is identifying the signal that distinguishes a long-term, active supporter from someone who bought a shirt once. SAS has positioned its Customer Intelligence platform around exactly that capability, and a Premier League club's international expansion provides it with a high-visibility proving ground. Liverpool's U.S. audience is large but geographically spread, which makes live-event access both emotionally significant for the supporter and commercially expensive to distribute at scale without targeting.
SAS Chief Marketing Officer Jenn Chase described the activation's purpose in terms of the platform's broader intent: "For supporters who have followed Liverpool FC from afar for years, this wasn't about analysing data. It was about recognising their passion and loyalty and creating a moment they'll never forget."
Hannah Pym, Liverpool FC's Senior Vice President of Marketing and Digital, pointed to the specific reach problem the club was addressing: "That's why activations like this are so meaningful. Working with SAS has helped us identify and reward some of those supporters with an experience they'll remember for years to come."
SAS Viya is an enterprise-scale data and AI platform typically associated with financial modelling, supply chain analytics, and healthcare workloads. The Liverpool FC use case puts the same behavioural segmentation engine into a consumer loyalty context, where the decision output is an invitation rather than a risk score. The club continues to use both SAS tools to strengthen ongoing supporter engagement.
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