Liverpool FC sends a Christmas thank-you to Reds worldwide

Liverpool FC is turning its annual Christmas campaign into a global tribute to its supporters, with a multimedia push spanning 24 cities, 16 countries and five continents.

Titled "Nice one", the campaign centres on a short film called "Dear Reds", featuring Liverpool FC players including captain Virgil van Dijk, Alexis Mac Allister, Alisson Becker and Florian Wirtz thanking supporters for their loyalty to the club.

The film closes with the message: "This club doesn't belong to us. But we're honoured to represent it. And it's an honour to play for you. To the world's greatest fans, nice one."

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Running until the end of December 2026, the campaign will span out-of-home (OOH), digital and social media, alongside further fan-focused activations to be announced over the festive period. Liverpool FC said it is the most extensive campaign in its 134-year history, reaching a global supporter base of more than 450 million.

Beyond Liverpool, the OOH campaign will appear around Official Liverpool Supporters Club locations in 24 cities across 16 countries, including Singapore, Bangkok, Hong Kong, Tokyo and Jakarta. Other locations include London, New York, Los Angeles, Dubai, Cape Town and Paris.

The campaign will also feature user-generated images and videos captured by supporters, bringing fan experiences into its digital and social executions.

Hannah Pym, senior vice president of marketing and digital at Liverpool FC, said the campaign was designed to put supporters at the centre of the club's Christmas messaging.

"With 'Nice one', we're putting the world's greatest fans at the heart of our Christmas campaign and delivering football's biggest-ever thank you to the people who help make this club so special," she said.

Pym added that the campaign reflects the club's growing cultural influence beyond football, as it looks to connect with supporters across sport, entertainment and popular culture.

Van Dijk said it was an honour to represent supporters both at Anfield and around the world, while Grace Fisk, captain of Liverpool FC Women, said the campaign was also an opportunity to recognise the team's growing supporter community.

The club will also introduce further fan-focused activations and giveback initiatives with partners including PayPal, Carlsberg and Expedia throughout the Christmas period.

Among the initiatives is a series of discounts and exclusive offers, including £10 off purchases of £70 and an additional £10 saving when paying with PayPal, available until 19 November. Red members will also receive an additional 10% discount.

Meanwhile, supporters can visit the Liverpool FC Museum for free from 1 to 30 November by booking online in advance with the code "Nice One".

The campaign will also run alongside the LFC Foundation's annual Christmas Magic initiative, which supports families across the Liverpool City Region during the festive season. Last year's initiative reached more families than ever before, with food support forming a key part of its efforts.

The campaign comes as Liverpool FC looks to extend its cultural presence beyond the pitch. The club said it has more than 227 million social media followers and recorded more than 1.5 billion social media engagements last season, making it the Premier League's most engaged club for the third consecutive season, according to the club.

Liverpool FC's latest campaign builds on a wider push by football clubs and their commercial partners to turn supporter loyalty into meaningful brand experiences beyond matchdays. Earlier this month, Ascott brought its Chelsea FC fan engagement programme, "The Famous CFC", to Kuala Lumpur, gathering more than 200 supporters and loyalty programme members for meet-and-greets, fan activities and a live match screening.

Meanwhile, Liverpool FC and Carlsberg's "Signs of unity" initiative in March focused on making the club's iconic anthem "You'll Never Walk Alone" more accessible, teaching supporters British Sign Language (BSL) so deaf and hard-of-hearing fans could participate in matchday traditions.

The club has also worked with commercial partners to translate its global fan following into wider brand engagement. In February, Standard Chartered partnered Liverpool FC on "Invest like champions", a campaign across 12 markets that drew parallels between the discipline of football and wealth investment strategies.

Earlier, Coca-Cola and Liverpool FC extended their partnership with a renewed focus on fan experiences, rewards programmes and digital campaigns celebrating the club's global supporters

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