Company

One of the world’s most recognised sports brands, Liverpool Football Club competes at the highest level of global football, generating hundreds of millions of pounds annually across broadcast, commercial, and retail operations.

The FA Cup is one of the most emotionally charged moments in the football calendar. Matchdays generate a surge of content from the club, players, fans and sponsors, but almost all of it lives and dies on social platforms the club doesn’t control.

For the FA Cup, Liverpool FC wanted to move beyond broadcasting content into feeds and instead bring that content into an environment they owned, where fan engagement could be measured, understood and connected to outcomes.

Challenge

FA Cup content was created at scale by the club, by players, by fans and by sponsors, but it was fragmented across platforms with no way to capture what it actually drove.

Liverpool FC wanted to:

• Bring matchday content from across social into a single, owned experience

• Understand how fans were engaging with that content beyond likes and impressions

• Connect fan attention to commercial outcomes like retail visits, membership sign-ups and competition entries

• Give sponsors measurable, contextual placement alongside fan and club moments

• Turn passive social audiences into active participants in an environment the club controlled

The underlying problem was clear: the content existed, the audience was there, but without an owned destination, the club had no visibility into what drove action and what was just noise.

Solution

Liverpool FC partnered with Amondo to pull FA Cup content from across social into a single, branded experience that the club owned and controlled.

Aggregating content into one owned experience

Club content, player moments, fan highlights, and sponsor activations were brought together in one place rather than scattered across platforms. Liverpool FC worked with the Amondo curation team to gather and organise content from multiple sources, making sure the most relevant and engaging moments were surfaced together rather than being lost in social feeds.

Fans had a reason to engage beyond the scroll, with matchday content presented in a Gallery format that rewarded attention rather than competing for it. Instead of content disappearing into feeds, it sat in an experience Liverpool FC controlled, where every interaction was captured and attributable.

Capturing first-party behavioural data

Every tap, swipe, dwell, and click-through within the experience was captured as first-party behavioural data. This gave the club a clear picture of which content held attention, what drove fans deeper into the experience, and critically, what converted into retail visits, membership sign-ups, and competition entries.

This is the layer platforms don’t expose. Liverpool FC could see not just that fans engaged, but how they engaged and what they did next.

Integrating sponsors contextually

Sponsor content appeared within the experience alongside fan and club moments, not as isolated placements but as part of the matchday story. This gave partners measurable, contextual visibility, with engagement data tied to their specific content, rather than bundled into a campaign-level number.

Driving social audiences into owned engagement

Liverpool FC also promoted the experience on their own social channels. This converted platform reach into owned engagement. Fans who would have otherwise scrolled past FA Cup content in a feed were brought into a destination where their behaviour could be understood and acted on.

Results

The Amondo-powered FA Cup experience turned social content into measurable, first-party engagement during one of the club’s most high-profile moments:

• 1 minute 25 seconds average session length, showing fans stayed and explored rather than bouncing

• 13.3% CTR driving fans from content into retail, membership and competition entry points

• 1M+ impressions generated by redirecting social audiences into the club’s owned experience

Liverpool FC proved that matchday content becomes significantly more valuable when it moves from social feeds into an owned environment. Instead of chasing reach, the club captured intent, connecting FA Cup engagement to the commercial outcomes that actually matter.