Wasabi Extended Its Liverpool FC Partnership With Wasabi AiR
Adam Harrie — May 27, 2026 — Marketing
References: liverpoolfc & businesswire
Wasabi Technologies extended its multi-year partnership with Liverpool FC as the club’s Official Cloud Storage Partner, deploying Wasabi AiR intelligent media storage to accelerate match and social content production for a fanbase of nearly 26 million in the U.S. The Wasabi Liverpool FC cloud storage partnership generated nearly 800 million impressions during LFC’s 2024/25 title-winning season, driving a 57% year-over-year increase in awareness among business decision-maker LFC fans and a 34% rise in purchase consideration.
The partnership spans technology infrastructure, co-branded digital campaigns, in-game activations and Red Hot Beats community initiatives across Europe, Asia and North America.
Wasabi and Liverpool FC show how pairing AI-powered media storage with a globally recognized sports brand can give a technology company the kind of B2B visibility traditional enterprise marketing rarely delivers.
Image Credit: Liverpool FC/Wasabi Technologies
The partnership spans technology infrastructure, co-branded digital campaigns, in-game activations and Red Hot Beats community initiatives across Europe, Asia and North America.
Wasabi and Liverpool FC show how pairing AI-powered media storage with a globally recognized sports brand can give a technology company the kind of B2B visibility traditional enterprise marketing rarely delivers.
Image Credit: Liverpool FC/Wasabi Technologies
Do sports partnerships influence B2B tech buying?
Helps decide whether to run sports-team partnerships, what format to use, and whether they can drive B2B consideration.
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In the past 12 months, have you considered a B2B cloud storage provider?
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If you were evaluating B2B software, would a sports-team partner affect your shortlist?
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Trend Themes
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AI-powered Media Storage — Integration of AI into cloud media storage enables automated indexing, transcoding and personalized content delivery at scale for vast fan-driven archives.
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Brand-tech Co-marketing — High-profile partnerships between consumer-facing brands and enterprise tech providers are reshaping B2B visibility by turning product features into mainstream marketing narratives.
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Real-time Fan Content Monetization — The rapid capture and distribution of match-day assets creates new pathways for micro-monetization and targeted commercial offers tied to live engagement signals.
Industry Implications
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Sports Media and Broadcasting — Broadcasters and clubs are positioned to exploit low-latency cloud workflows and AI tagging to deliver hyper-relevant highlights and personalized viewing experiences.
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Cloud Storage and Data Management — Enterprise storage providers stand to transform competitive differentiation by embedding intelligent media services that reduce production overhead and accelerate content reuse.
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Digital Advertising and Sponsorships — Advertising networks and sponsors can leverage co-branded tech integrations to create measurable, context-rich activations that link impressions directly to consumer consideration metrics.
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