Liverpool FC renews Wasabi cloud storage partnership

Wasabi and Liverpool FC have renewed their partnership in a multi-year deal that keeps Wasabi as the club's Official Cloud Storage Partner.

The extension focuses on Liverpool's use of Wasabi's cloud storage and AI-based media-tagging tools as the club expands its digital content operation for audiences worldwide.

The partnership brings together one of English football's biggest global brands and a cloud storage provider that has used sports marketing to raise its profile in Europe, Asia and North America. The arrangement will support the creation, storage, search and publishing of content for match coverage and social media.

For Liverpool, the renewed deal reflects a wider push by elite sports organisations to build technology infrastructure around direct fan engagement. Clubs now operate across multiple platforms and time zones, under pressure to produce near real-time video, imagery and social content for supporters who may never attend a match in person.

North America is an important part of that strategy. Liverpool says it has nearly 26 million fans in the United States and is the fastest-growing US fanbase among Premier League clubs. Both parties pointed to rising interest in football in the market, where streaming habits and major competitions have increased commercial attention from teams, broadcasters and sponsors.

The collaboration goes beyond back-end technology. It also includes co-branded digital and social campaigns, in-stadium activations, hospitality activity and community programmes under the Red Hot Beats banner.

Wasabi said the partnership generated nearly 800 million impressions across its channels during Liverpool's 2024/25 title-winning season. It added that awareness among business decision-maker Liverpool fans in its key markets rose 57% year on year, while consideration among business decision-makers aware of the partnership increased 34%.

Those figures show how business-to-business technology companies are using sports partnerships not only for brand exposure but also for sales development. Liverpool's commercial operation has long attracted brands seeking international reach, and the club's appeal in the US market has become increasingly valuable as football's commercial footprint there expands.

Wasabi says it has expanded to 16 storage regions worldwide and now works with more than 100,000 customers and 18,000 channel partners across 100 countries. The company has deployed multiple exabytes of storage.

Content strategy

The technology element of the agreement is designed to handle the large and growing volume of media generated by a modern football club. That includes live match material, archive footage, interviews, training clips and social assets that need to be stored, retrieved and repurposed quickly for different audiences.

AI-based tagging has become increasingly common in sport and media because it allows organisations to search large footage libraries more efficiently. For clubs with global supporter bases, that can shorten the time between an event on the pitch and tailored content appearing on digital platforms in different markets.

Michael Welts, Chief Marketing Officer, Wasabi Technologies, said: "Football is a game about pace on and off the pitch, and Liverpool FC is setting the standard for digital fan engagement globally. By utilizing Wasabi hot cloud storage, LFC is rapidly unlocking the full value of its modern and historic content and connecting with fans anywhere in the world."

He also highlighted the tie-up's commercial value for Wasabi's growth efforts.

Welts added: "Partnering with one of sport's most iconic organizations has elevated our brand awareness across LFC's key markets while opening new business opportunities through the Club's engagement with hundreds of technology partners across industry events, digital campaigns and community initiatives."

Commercial reach

Liverpool's commercial division has increasingly framed partnerships around data, media and digital fan engagement rather than traditional sponsorship alone. That shift mirrors a broader trend in sport, where clubs are becoming year-round content publishers as much as matchday businesses.

Kate Theobald, Commercial Director, Liverpool FC, said: "We are delighted to renew our global partnership with Wasabi, whose technology helps LFC better connect with supporters around the world in new and meaningful ways. Wasabi has been a trailblazer in cloud storage and AI-driven tagging, recognizing the potential of technology-driven impact in the global sports industry. Their support has helped us extend the LFC brand into new audiences and communities throughout the world, while reinforcing our position as a forward-thinking club that embraces innovation to enhance the fan experience. This renewal is a testament to the strength of our collaboration with Wasabi and we're excited to build on that success together."