The UK’s most successful football team, Liverpool Football Club (LFC), is using its traditional Christmas advert spot to deliver the biggest thank you to fans in an extensive campaign connecting with more than 450 million supporters globally.
The campaign message is as simple as it is Scouse: “to the world’s greatest fans, nice one”.
Liverpool FC stars including Virgil van Dijk, Alexis MacAllister, Alisson Becker and Florian Wirtz express their heartfelt gratitude in the spot, concluding with: “This club doesn’t belong to us. But we’re honoured to represent it. And it’s an honour to play for you. To the world’s greatest fans, nice one.”
The campaign features a hero film, OOH, digital, social media, plus further activations yet to be announced, the multimedia, multi-market campaign devised by Liverpool FC, is the most extensive undertaken by LFC in its 134-year history.
A global OOH campaign is scheduled to also appear internationally around all Official Liverpool Supporters Club outpost locations in 24 cities globally including Adelaide.
In Australia, Liverpool has around 2.7 million supporters.
Liverpool has won the most English top tier championships (20) and has double the number of European Champions Leagues/European Cups of Manchester United and Manchester City combined.
The size and ambition of the seasonal campaign is testament to the growing cultural influence of LFC, which was recently named as the most culturally relevant football club among Europe’s leading clubs according to insights from independent global research.
LFC has over 227 million followers on social media and was named the most engaged club in the Premier League for the last three seasons in a row, with more than 1.5 billion social media engagements last season — a third more than any other Premier League club.
Hannah Pym, senior vice president, marketing and digital, Liverpool FC said: “LFC has always been shaped by its supporters. Their passion, loyalty and connection to the club can be seen in every corner of the world, and that’s something we’re incredibly proud of.
“With ‘Nice One’, we’re putting the world’s greatest fans at the heart of our Christmas campaign and delivering football’s biggest-ever thank you to the people who help make this club so special.
Spanning 24 cities, 16 countries and five continents, this bold and ambitious campaign reflects LFC’s growing influence and cultural relevance beyond the pitch, highlighting its desire to connect with supporters in ways that extend beyond football into wider conversations across sport, entertainment and popular culture.”
Liverpool FC captain Virgil van Dijk said: “It’s an honour and a privilege to play for our fans, whether they’re in Anfield or watching from the other side of the world. Putting them front and centre of our Christmas campaign is a fantastic way to thank them for being there, through the good times and the challenges”.
Grace Fisk, Liverpool FC Women’s captain says: “It’s wonderful to be able to say thank you to our growing community of LFC Women supporters in this way. We’re excited to continue this journey together and create many more special moments along the way. Nice One, for being there for us week in, week out.”
