NewsLiverpool FC ranked most culturally relevant football club among Europe's elite
Liverpool FC has been ranked as the most culturally relevant football club among Europe's leading clubs according to insights from independent global research, reinforcing the club's influence both on and off the pitch.
LFC's ranking reflects the club’s growing influence far beyond the pitch, with its global reach continuing to expand across social media, broadcast and digital platforms, including in the United States.
Over the past year, the club generated 14.7 billion social video views, 37 per cent more than the next highest Premier League club, was named the Premier League’s most engaged club for the third consecutive season and recorded the league’s most visited club website with 96.16 million global visits.
Through supporter culture, storytelling, international events, innovative content and community initiatives, the club continues to connect with supporters in ways that extend beyond football and into wider conversations across sport, entertainment and popular culture.
The finding emerged from a wider independent study carried out by Harris & Toluna, exploring the factors that drive impact for brands, rights holders and commercial partners across 22 international markets, undertaken as part of the club’s ongoing work with partners to better understand brand and audience impact.
As part of the research, respondents were asked which organisations they believe have the greatest influence on culture, including fashion, social conversation, digital trends and the content people like, share and talk about.
The research found that 31 per cent of respondents identified LFC as having a strong influence on culture, placing the club ahead of all other football clubs included in the survey, leading the way ahead of the next highest-ranked European club, which received 24 per cent.
Beyond football, LFC was also ranked the most culturally relevant sports rights holder overall, ahead of a number of globally recognised sports brands, highlighting the club’s ability to influence conversations and trends across the wider sporting landscape. The club topped the list with 31 per cent, compared to 25 per cent for the next closest ranked.
The Reds’ influence was also reflected in the United States, where LFC ranked as the most culturally relevant European football club with 18 per cent, ahead of second place who received 13 per cent.
The results reinforce LFC’s position as one of the world’s most recognisable sporting institutions, with the club continuing to connect with 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.