Liverpool secure AI marketing automation partnership with SAS deal
December 18 – Liverpool have deepened their commitment to data-led operations after confirming a new multi-year partnership with SAS, which becomes the club’s official AI marketing automation partner.
The deal is another sign of how elite clubs are increasingly leaning on artificial intelligence to gain an edge beyond the pitch. Liverpool will integrate SAS Customer Intelligence 360 and the SAS Viya platform across marketing automation, campaign management and data-driven decision-making, as part of a broader effort to sharpen efficiency and insight across the club’s commercial operations.
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