UK Volume 22 Superbrands UK Vol. 22 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 globe. 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 and one of the Premier League’s ‘big six’. It has a huge global following of 1.1 billion global followers as well as a global TV audience of 764 million (Source: Nielsen), in addition to 314 official supporters’ clubs in 100 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 Stadium a feared ground for any opposition. Liverpool FC’s Women’s team are also highly successful and are one of the founding Clubs of the FA Women’s Super League. In 2013 and 2014, LFC Women won back-to-back league titles under manager Matt Beard, becoming the first English Club to offer all players professional contracts. LFC’s Women’s team have also qualified twice for the UEFA Women’s Champions League, playing games in Sweden and Italy. During a Covid- hit season the team were relegated on points per game in 2019/20 and have recently re-appointed title winning manager Matt Beard with the aim of earning promotion back to the top flight of English women’s football. In the current season, the team sit second and are undefeated since the opening game of the season. The fans are very important to the Club and it has been widely recognised for its efforts to enhance the football fan’s experience. Pre-pandemic, in 2019, it won the Best Tour and Museum Experience at the Get Your Guide Awards as well as the VisitEngland 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. LFC’s retail store and shop-in-shop footprint currently spans more than 300 locations globally, across the north-west of England as well as in Ireland, Dubai, Indonesia, Malaysia, Singapore Thailand and Vietnam. Recent Developments Anfield Stadium has seen the transformation of the Main Stand into one of the largest all-seater single stands in European football with approximately 8,500 seats being added. In addition, the Anfield Road Stand is being redeveloped, creating a further 7,000 seats, taking the overall capacity to more than 61,000. A ground-breaking ceremony took place in September 2021, signalling the official start of the works, which saw Jürgen Klopp put the first spade in the ground. The redevelopment is anticipated to be ready for the 2023/24 season and will include improved concourses and sports bar lounge hospitality facilities as well as the relocation of the Family Park to a covered position. The development of a new training ground in Kirkby, now known as the AXA Training Centre, officially opened its doors in November 2020. The £50m project sees the amalgamation of the first team and academy football training operations and facilities together on one site. The development not only provides first-class amenities for its players and staff, but it has also greatly improved sports facilities for the Kirkby community. During lockdown, Liverpool FC offered support for the community with the provision of food, helping to tackle social isolation, supporting key workers and volunteering for community service. It gave £320,000 to local foodbanks and delivered 52,000 free meals to the most vulnerable in the local community. In addition, 25,500 face masks were donated to local GP surgeries with colleagues from across the club providing 4,000 hours of volunteering. In August 1964, Liverpool vs Arsenal was the first ever game shown on Match of the Day DID YOU KNOW?