# Football Club Tech Partnerships Wasabi Extended Its Liverpool FC Partnership With Wasabi AiR By Adam Harrie | Published 2026-05-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/wasabi-air References: [businesswire](https://www.businesswire.com/news/home/20260527070175/en/Wasabi-and-Liverpool-FC-Renew-Multi-year-Partnership-to-Scale-Global-Fan-Growth) & [liverpoolfc](https://www.liverpoolfc.com/news/liverpool-fc-and-wasabi-renew-multi-year-partnership)  Wasabi Technologies extended its [multi-year partnership with Liverpool FC](https://www.trendhunter.com/trends/kit-sleeve-sponsorship) 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](https://www.trendhunter.com/trends/liverpool-fc-1) 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](https://www.trendhunter.com/trends/ai-sports-club) can give a technology company the kind of B2B visibility traditional enterprise marketing rarely delivers. Image Credit: Liverpool FC/Wasabi Technologies ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 30% | Activity: 33% | Freshness: 78% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **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. - **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. - **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. ### Where This Applies - **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. - **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. - **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. ## Related on Trend Hunter - [German Automotive Sports Partnerships](https://www.trendhunter.com/trends/german-automotive.md) - [Sports AI Technology Partnerships](https://www.trendhunter.com/trends/modernize-womens-tennis-tech.md) - [Soju Sports Partnerships](https://www.trendhunter.com/trends/soju-partnership.md) - [AI-Driven Sports Startups](https://www.trendhunter.com/trends/sports-tech.md) - [AI Sports Research Platforms](https://www.trendhunter.com/trends/ten-toes.md) - [AI Ticketing Platforms](https://www.trendhunter.com/trends/ticketing-partnership.md) - [Sports AI Data Platforms](https://www.trendhunter.com/trends/liga-mx.md) - [Cleaning Tech-Backed Soccer Teams](https://www.trendhunter.com/trends/real-madrid-football-club.md) - [Bakery-Backed Football Clubs](https://www.trendhunter.com/trends/los-angeles-football-club.md)