Liverpool FC renew Wasabi partnership to scale global content

Liverpool FC have renewed a multi-year partnership with Wasabi Technologies, keeping the company as their Official Cloud Storage Partner as the club accelerates a global digital content strategy built around faster production and distribution.The renewal centres on Liverpool’s use of Wasabi hot cloud storage and Wasabi AiR, an intelligent media storage service designed to speed up how the club stores, searches and publishes video and archive content.Liverpool are positioning the deal as infrastructure for always-on storytelling across time zones, with content volumes rising as clubs compete for attention and commercial value beyond live match windows.Kate Theobald, commercial director at Liverpool FC, said: “We’re 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, recognising the potential of technology-driven impact in the global sports industry.”Theobald said the partnership has helped Liverpool reach new audiences while reinforcing the club’s innovation credentials as fan expectations shift towards instant highlights, behind-the-scenes access and personalised formats.Michael Welts, chief marketing officer at 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 utilising 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.”Wasabi is also using the relationship as a brand and business development platform, tying club visibility to outreach in key markets and access to senior decision-makers through hospitality, events and partner activity.The partnership includes co-branded digital and social campaigns, in-game activation and hospitality, plus executive thought leadership activity linked to technology and media workflows.Community work remains part of the package through LFC Foundation, including the Red Hot Beats initiative, which the partners have used as a flagship social impact strand.Liverpool said the partnership has already delivered significant reach, citing nearly 800 million impressions across channels during the club’s Premier League-winning season of 2024–25.The renewal also fits a broader sponsorship trend where rights holders and technology partners push beyond logo exposure into operational use cases that can be evidenced through speed, efficiency and output.Liverpool’s objective is to turn a deep archive and constant stream of new footage into a more productive global content engine, while Wasabi gains a high-profile football platform to differentiate in a crowded cloud storage category.