Wasabi and Liverpool FC Renew Multi-Year Partnership to Scale Global Fan Growth

Wasabi Technologies, a hot cloud storage company, announced a multi-year extension of its partnership with Liverpool Football Club (LFC), deepening its role as the club’s Official Cloud Storage Partner.The renewed deal will see Wasabi help power the next phase of LFC’s global content strategy through Wasabi AiR, the intelligent media storage service, enabling the club to move faster, scale smarter, and deliver more personalised fan experiences that bring supporters across the world closer to the club.

Together, the partnership empowers LFC to create, store, find, and publish content faster, helping to deliver rapid match and social output and serve its global fanbase with richer, more dynamic storytelling. Meanwhile, LFC serves as a strategic partner in Wasabi’s worldwide expansion, with brand visibility that grows Wasabi’s partner and customer bases in key markets across Europe, Asia, and North America.  

A strategic global partnership spanning tech, fan engagement, brand marketing, and community impact
Wasabi’s renewed partnership with LFC combines technology infrastructure, global marketing, fan engagement, executive visibility, and community outreach programs.

Specific program elements include: 

• LFC’s use of Wasabi hot cloud storage and Wasabi AiR to store club data and create in-the-moment fan content
• Co-branded digital and social campaigns
• In-game activation on the pitch and through sales-driving hospitality opportunities 
• VIP events and executive thought leadership 
• Red Hot Beats’ community impact initiatives  

Across all partnership channels, the collaboration generated nearly 800 million impressions, helping build Wasabi’s visibility during LFC’s title winning season of 2024/25, and providing a differentiated brand platform in the cloud storage category. That reach translated into stronger brand performance as awareness among business decision-maker LFC fans in Wasabi’s key markets rose by 57% year-on-year, while consideration among business decision-makers aware of the partnership increased by 34%. Overall, Wasabi has grown its business to 16 storage regions worldwide, working with over 100,000 customers and 18,000 channel partners across 100 countries with multiple exabytes of storage deployed. 

The partnership is building emotional connection, strengthening consideration among business decision-makers and giving Wasabi a differentiated brand platform in the cloud storage category.

North America is a hot market for new football fans  
This renewal comes as North America is identified as one of the world’s fastest-growing markets for football with over a quarter (27%) of US-based sports fans following football, 77% of whom already subscribe to a streaming service to watch 2-3 matches per week. 

The market will host major international and club competitions which signals the region’s readiness to create era-defining moments for football fans. Rising attendances, surging digital engagement and increased media investment are rapidly reshaping the market. 

This renewal comes as LFC is confirmed as the fastest growing US-fanbase of any PL club, with nearly 26 million fans in the US. The success in continuing this growth depends on delivering always-on, high-quality content across platforms and time zones. Wasabi’s cloud and AI capabilities are central to that effort-enabling the club to scale its global content engine efficiently. 

“Football is a game about pace on and off the pitch, and Liverpool FC is setting the standard for digital fan engagement globally. By utilizing Wasabi hot cloud storage, LFC is rapidly unlocking the full value of its modern and historic content and connecting with fans anywhere in the world. Partnering with one of sport’s most iconic organizations has elevated our brand awareness across LFC’s key markets while opening new business opportunities through the Club’s engagement with hundreds of technology partners across industry events, digital campaigns and community initiatives,” said Michael Welts, CMO, Wasabi Technologies.  

“We are delighted to renew our global partnership with Wasabi, whose technology helps LFC better connect with supporters around the world in new and meaningful ways. Wasabi has been a trailblazer in cloud storage and AI-driven tagging, recognizing the potential of technology-driven impact in the global sports industry. Their support has helped us extend the LFC brand into new audiences and communities throughout the world, while reinforcing our position as a forward-thinking club that embraces innovation to enhance the fan experience. This renewal is a testament to the strength of our collaboration with Wasabi and we’re excited to build on that success together;” said Kate Theobald, commercial director, Liverpool FC.