With Steve Adams, VP of Global Partnerships at Liverpool
All Premier League teams have the hard decision of choosing who to partner with at the beginning of every season. Sponsors from all around the world are eager to expand their brand name, and football is the best way to do it. But do teams choose the brands for money, or fan happiness?
As someone who has spent years working in the partnership industry, Steve Adams has a better understanding of it than most people do. Currently serving as the Vice President of Global Partnerships at Liverpool F.C, Steve speaks about his experiences, his journey through the business and what it took to become the V.P of global partnerships at Liverpool F.C.
In an interview with The Beacon’s head boy, Rocco Giacomelli, Adam’s reveals how fans and reputational value are crucial to a club’s success.
“We have a Supporters Board that we consult on various issues. Ticket prices are one example where fans are very vocal. We also discuss certain commercial opportunities with them, especially where there may be concerns.”
He really listens to what the supporters have to say. “If we were considering a partnership with a company from a country that had policies conflicting with Liverpool’s values, we’d expect fans to have strong opinions. We would consult them before deciding. There have definitely been occasions where we’ve decided not to proceed with partnerships because we felt the negative fan reaction would outweigh the benefits.”
While commercial success remains important, these comments indicate that reputation and supporter happiness can play a significant role in shaping a club. How do Liverpool choose who to partner with and do the clubs morals come first?
“My bosses would probably say, ‘Can they afford it?’ but there’s much more to it than that. Liverpool is a club with very strong values. It’s built on doing the right thing, looking after people.”
The club anthem, “You’ll Never Walk Alone,” is more than a song to the Liverpool fans and it is almost sacred. Adams relishes the “strong community focus”. He says, “It also reflects Liverpool and Merseyside—friendly, welcoming, and warm.”
But the responsibility is not just local, but a huge global force. Adams says, “At the same time, Liverpool is a global club with supporters across Asia, North America, South America, and beyond. That means we can work with many different kinds of brands. We look at what Liverpool offers and what might appeal to a company. Then we consider the fit. If you put Liverpool and a brand side by side, does it make sense? Does it feel right?”
There is also an ethical side to things, “For example, many Premier League clubs work with cryptocurrency companies, but we’ve chosen not to. Crypto is largely unregulated, people can lose money, and there are a lot of questionable companies in that space. We don’t think it aligns with our values”.
Liverpool FC is looking for “partners who are passionate, willing to invest in great campaigns, and who are good people. Partnerships typically last four or five years, so you need to enjoy working together.”
Keeping the warm, welcoming feel of Merseyside is hard to achieve as clubs can get very greedy for the money and forget about the fans. Sometimes player sponsorships can help build new relationship with companies. Adams says, “The key distinction is Liverpool’s intellectual property. A company can work directly with a player, but if they want to use Liverpool branding, shirts, or club assets, they need a partnership with Liverpool as well.”
This approach allows companies to benefit from both the club’s worldwide reach and the personal influence of its star athletes. It seems as though Liverpool have got it sorted.
Reported by Rocco G