Liverpool FC has been ranked as the most culturally relevant football club among Europe’s leading clubs, according to new independent global research.
The ranking reflects the Reds’ growing influence beyond the pitch, with the club’s global reach continuing to expand across social media, broadcast and digital platforms, including in the United States.
Over the past year, Liverpool FC generated 14.7 billion social video views – 37% more than the next highest Premier League club.
It was also named the Premier League’s most engaged club for the third consecutive season and recorded the most visited club website in the league, with 96.16 million visits globally.
Through supporter culture, storytelling, international events, innovative content and community initiatives, the club continues to connect with audiences in ways that extend beyond football and into wider conversations around sport, entertainment and popular culture.
The findings emerged from a wider independent study carried out by Harris & Toluna across 22 international markets.
The research, undertaken as part of Liverpool FC’s ongoing work with partners to better understand brand and audience impact, explored the factors that drive influence for brands, rights holders and commercial partners.
Respondents were asked which organisations they believed had the greatest influence on culture, including fashion, social conversations, digital trends and the content people like, share and discuss.
The research found that 31% of respondents identified Liverpool FC as having a strong influence on culture, putting the club ahead of every other football club included in the survey.
The next highest-ranked European football club received 24%.
Liverpool FC was also ranked as the most culturally relevant sports rights holder overall, ahead of a number of globally recognised sporting brands.
The Reds topped the ranking with 31%, compared with 25% for the next closest organisation.
Liverpool’s influence was also reflected in the United States, where the club ranked as the most culturally relevant European football club.
Some 18% of respondents in the US selected Liverpool FC, compared with 13% for the second-placed European club.
The findings reinforce Liverpool FC’s position as one of the world’s most recognisable sporting institutions, with the club continuing to reach supporters and wider audiences globally through football, culture, content and community.
Hannah Pym, senior vice-president of marketing and digital at LFC, said:
“Liverpool Football Club has always stood for more than football and we’re continually working to better understand the impact the club has on supporters around the world and the factors that drive that connection.
“To see the club recognised as the most culturally relevant football club reflects the breadth of our community, from the passionate supporter culture and deep roots we have here in the city of Liverpool, to our global fanbase around the world. Their continued passion and support help Liverpool remain part of conversations far beyond football.”
The study forms part of an annual research programme carried out by Harris & Toluna and included responses from across key international markets.
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