Read our new manifesto
22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Liverpool FC gives fans that little bit 'Xtra' with website overhaul

Fans will be able to consume additional LFC media

Liverpool Football Club has launched LFC Xtra, an international fan site designed to provide English speakers with exclusive club content as an extension of the official website.

LFC Xtra will provide fans with daily news, features, videos and quizzes specifically tailored for an on-the-go audience.

The responsive-design based site was created in response to a survey from overseas fans which found that they were keen to receive engaging content about the players.

Paul Rogers, head of international development at Liverpool FC, said: “We wanted to create an online experience that’s different from what any other club in the world has done with content. LFC Xtra will act as a bridge between what fans currently consume in bite-size chunks on social media and the more comprehensive content offered by the official website.”

Matthew Baxter, chief media officer at Liverpool FC, added: “Today’s launch of the LFC Xtra website is the latest development in the rollout of the club’s international media strategy.

"Since November 2012, Liverpool FC has launched more international and localised social media accounts than any other football club in the world and we now deliver content in 20 different languages every day.”

The site kicked off with the launch of an exclusive interview from Raheem Stirling who answered questions from fans in 20 different countries.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis