Liverpool is making a major push to grow its presence in the US, seeing it as one of the biggest opportunities for the club’s future. With the Premier League rapidly gaining popularity across America, the Reds are working to strengthen connections with fans while expanding the club’s commercial footprint.
A key part of that strategy has been signing high-profile partnerships with US-based brands such as Google Pixel, Peloton, UPS, and Orion Innovation. These deals highlight Liverpool’s appeal to American companies seeking a global audience. At the same time, the club’s fanbase in the US continues to grow, with millions tuning in to watch matches and dozens of official supporters’ clubs active across major cities.
Chairman Tom Werner believes this growth is only just beginning. He has pointed to the role of broadcasters like NBC in helping American fans connect with the Premier League, saying their coverage has made the league easier to follow and more exciting. With more than 40 million Americans now watching Premier League football each season, Werner feels the league — and Liverpool — are in a great position to keep growing.
Breaking Records
Liverpool’s growing popularity in the US has been backed up by record-breaking TV audiences over the past couple of years. In April 2023, the club’s Premier League match against Arsenal attracted a staggering average audience of 872,000 viewers in the US. Just four months later, Liverpool helped set another milestone when its opening-day draw with Chelsea became the most-streamed Premier League match of all time in America, averaging 973,000 viewers on NBC’s Peacock platform.
In 2025, Liverpool’s appeal in North America has been reflected in kit sales, with the club leading all Premier League teams in jersey purchases during the 2024/25 season, and continuing to dominate in 2025/2026. Data from US retailer Soccer.com shows that Liverpool outsold rivals, including Manchester United, Manchester City, Arsenal, and Chelsea.
The club has even partnered with Aspect Gaming, one of the leading RNG slot game developers, to produce its own licensed iGaming title. Alongside the likes of Games Global, NetGaming, and Thunderkick, which provide popular titles for sweepstake casino options for US players like Ace and High 5, Aspect has created a Liverpool-themed football slot that is helping to broaden its appeal further.
Liverpool’s connection with US fans has also been strengthened after the club partnered with Skyhawk Press to expand the Anfield Shop’s online retail operation in North America, making official Liverpool kits and apparel more accessible to supporters across the US and Canada. At the same time, Liverpool boasts one of the largest networks of official supporters groups in the country, with active membership organisations in major cities including New York, Los Angeles, Miami, San Francisco, Madison, and Long Beach. These fan clubs regularly organise match-day gatherings, events, and community activities.
Foundations Laid for Long-Term US Success
Liverpool’s success in the US shows no signs of slowing. With record-breaking TV audiences, top-selling kits, expanding online retail, active supporters’ clubs, and innovative partnerships, the club is turning American interest into both fan engagement and commercial growth. Backed by strong media coverage and high-profile collaborations, Liverpool is not just building a US following; the club is laying the foundations for long-term influence, revenue, and global brand strength.
