During the summer of 2019, legendary English Premier League club Liverpool FC returned to the U.S. to play a three-match preseason tour against top-flight European sides at a trio of America’s most iconic sports venues – Notre Dame Stadium, Yankee Stadium and Fenway Park. Coming off winning the Champions League as the top club in Europe, the U.S. tour presented a signature opportunity for LFC to engage a broader group of sports fans and further cultivate its growing base of stateside supporters through content PR.

Elevate constructed a plan to immerse LFC in the cultural fabric of the three match markets, maximize exposure through a content PR campaign that utilized a wealth of assets produced by the club in England and during advance stops in the U.S. markets ahead of the preseason tour matches. The campaign produced consistent media placements, engaged influencers with compelling visuals & experiences to produce original content and generated national media to reach sports fans across the country.

Kicking-off with a preseason tour announcement and video production at Fenway Park, Elevate created a consistent drumbeat of earned media coverage through content PR and media relations, utilizing legendary players, photo opportunities, visual assets from the three venues and a robust news pipeline to generate excitement ahead of LFC’s arrival in the U.S.

The three matches were well-attended, bringing more than 107,000 to the three stadiums and showing off a passionate Reds fanbase in the U.S., while setting the tone for LFC’s first Premier League title in 30 years.

The intensive four-month content-driven public relations campaign produced more than 2,100 placements and 2.3 billion earned media impressions with U.S. and global audiences.