On social media, NBC Sports Soccer accounts across Facebook, Twitter and Instagram finished 2022/23 with record consumption while video views on the accounts jumped 172 per cent from last year, with social media engagement increasing by 89 per cent and impressions rising 35 per cent.
The NBC Sports YouTube channel ended the season with a record of more than 230 million views (up 20 per cent) and 1.7 billion minutes watched (up 30 per cent).
These figures back up why there has been so much investment made by broadcasters into acquiring Premier League rights. For the broadcasters, there are few things like live sport that help drive subscriptions which is, ultimately, what the companies rely on.
The success that is currently being seen in the US bodes well for Liverpool’s own efforts to continue to grow its brand and appeal in the country. Partnerships with the likes of Nike, Converse and LeBron James have all leaned into making sure there is appeal to fervent football fans, passive fans and even those with no real affinity for the game but interest in the brand collaborations it engages with.
“We have a strong team out in the US. It’s a huge market for us, a huge growth market,” Liverpool commercial director Ben Latty told the ECHO earlier this year. “I think we have proven that there is a lot of potential out in the market from a commercial partnership perspective.
“It is also a big market as a retail business. It is a fast growing market. It is also one of the largest markets for us in terms of our digital growth plan so it is a market that we are putting a huge focus on. But it isn’t just about how we gain a presence out there, it’s about how we build our profile and our cultural relevance and I think that is one of the things that you would have seen with our Nike partnership that we started doing with LeBron and the collaborations that we have done with Converse.
“We want to increase our presence and profile out there but also become culturally relevant. It is a market where we are looking at doing more in, and more than we have historically done.”
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