UK Volume 21 Superbrands UK Annual Vol.21 Liverpool FC is globally recognised and admired for its ongoing success and illustrious heritage . The Liverpool Way reflects how the club has created one of the world’s greatest footballing families , playing an attractive style of football on the pitch with a legion of loyal and dedicated supporters Market Football is the most popular sport in the world (Source: GlobalWebIndex) and Liverpool FC is at its heart, operating on a global stage with fans in every corner of the world. Recent wins in both the Premier League and the UEFA Champions League, the world’s biggest annual football competitions, have delighted the club which is proud of both its men’s and women’s teams. As a socially responsible club, Liverpool FC plays a proactive role in the community through its official charity, the LFC Foundation and its community team, Red Neighbours. The LFC Foundation aims to create life-changing opportunities for children and young people in Merseyside and beyond. In addition, the Red Neighbours programme creates events and experiences specifically aimed at improving the lives of those living in and around Anfield, where the club is based in Liverpool. It also works closely with the local community to help alleviate food poverty, encourage physical activity, reduce social isolation for the elderly and create memorable experiences for young people. Product Liverpool FC is one of the most popular teams in the world’s best loved sport. It has a huge global following of 487 million as well as a global TV audience of 870 million (Source: Nielsen), in addition to 306 official supporters clubs in 99 countries. Achievements Founded in 1892, Liverpool FC is one of the world’s most decorated football clubs, having won 19 League Titles, seven FA Cups, eight League Cups, six European Cups, three UEFA Cups, four European Super Cups, 15 Charity Shields and the FIFA Club World Cup. In June 2020, Liverpool FC ended a 30-year wait to win the League again, becoming champions of the Premier League for the first time. The Kop is famous for being the ‘12th man’, roaring Liverpool FC on and has seen many memorable moments. It is one the loudest stands in football, making Anfield a feared ground for any opposition. The fans are very important to the club and it has been widely recognised for its efforts to enhance the football fan’s experience. In 2019 it won the Best Tour and Museum Experience at the Get Your Guide Awards as well as the Visit England Accolade of Excellence in the ‘Welcome’ category. It also received three awards at the 2019 Women of the Future Awards as well as being recognised in the Football Business Awards. Liverpool FC’s players also hold some of the most prestigious accolades in world football including Football Writers Player of the Year 2019/20, African Footballer of the Year 2019 and UEFA Best Player in Europe 2019. Recent Developments Anfield Stadium has seen the transformation of the main stand into one of the largest all-seater single stands in European football. Approximately 8,500 seats have been added, taking the overall capacity to 54,000, enabling more fans to add their voice to the Anfield atmosphere. The development of a new training ground in Kirkby is currently underway. This £50m project will see the club bring its first team and academy football training operations and facilities together on one site. This development will not only provide first-class amenities for its players and staff but will also greatly improve sports facilities for the Kirkby community. During lockdown in 2020, when the Premier League was postponed, Liverpool FC donated £90,000 to the North Liverpool Foodbank, and continue to prepare and deliver 1,000 meals per week in its Anfield kitchen, which now totals over 26,500 meals donated to local families in crisis. Anfield Stadium is the most Instagrammed location in the UK behind Big Ben DID YOU KNOW?