Data Giant SASs Deal With Liverpool FC Signals a Broader B2B Shift

Image for article Data Giant SASs Deal With Liverpool FC Signals a Broader B2B Shift
News Source : Adweek

News Summary

  • Liverpool Football Club (LFC) has invited scores of u.k. super fans and influencers to the unveiling of the team’s 2027 away-game jersey.
  • While they sip beer and wait, a few guests line up at a plexiglas booth installed by SAS, which LFC hired late last year as its data-analytics provider.
  • Inside, attendees do their best to imitate the fancy footwork of retired footballer Natasha Dowie on a screen in front of them, using a foam ball.
Its a humid Tuesday night in July at the Skylight at the Refinery, the glassbubble penthouse atop Brooklyns old Domino Sugar Factory.

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