Liverpool head of global partnerships, Kate Pratt Theobald, speaks exclusively to the ECHO in New York
Liverpool are a football club with roots firmly embedded in the local community while at the same time being one of the most globally recognisable brands in sport.
READ MORE:Inside story of record-breaking Liverpool commercial success as 'evolution' of business model explainedLiverpool has always been in something of a unique position. While a club with ambitions to be the very biggest in world football, it is one that has to remain true to its history and the responsibility that it has to a city with a left-leaning, socialist heritage.
As head of global partnership sales for Liverpool, Kate Pratt Theobald plays a significant role in aiding the club’s ambitions for growth. A former senior executive with world sport’s most marketable brand, the New York Yankees, and a former director of marketing partnerships at the Madison Square Garden Company, Pratt Theobald arrived at Liverpool in 2019 to head up its Americas partnerships team, focused on growing the club in two key markets.
Football in the US, colloquially known as soccer across the Atlantic, had been a tough nut to crack for a long time for the Premier League.
“A lot of factors go into that, and our NBC relationship over here has been incredible for the Premier League as a whole and great for visibility. It has all been compounded by just how avid the sports market is here and how sports is consumed. “The size of our fanbase, there is only really us and three other clubs that tip that Nielsen number of over one billion global followers. But it is also the passion and the way our fanbase travels. The way our fans show up in spades after a tough end to the season with a parade of more than 500,000 people, or the passion of You’ll Never Walk Alone and what that means in the best of times and darkest of times.
As a premium subscriber, you will get an advert-free experience of all the stories you want to read and LFC Pro, which is a curation of some of our best content and long reads.What brands partnering with football clubs are seeking has changed over the years.
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