Liverpool have long been a global powerhouse.
From New York to New Delhi, millions tune in globally to watch the Reds each matchday, and it is the legions of fans that they have around the world that make their approach to the global market so important.
When the Premier League was seeking a new deal for the broadcast rights cycle from 2023 onwards last year there was some concern among club owners that the deal may not be as bullish as it may have been due to the impact of the pandemic and football being forced to separate itself from fans for a period.
But as the deals rolled in, buoyed by the retaining of the £5bn agreement to keep the domestic rights at Sky, BT Sport and Amazon, there was much more optimism. When the US deal was announced at £2bn it helped push international rights higher than domestic ones for the first time as the power of the world's most popular football league was demonstrated.
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Liverpool headed to Asia during the summer for games in Thailand and Singapore, where they have a strong supporter base. For the club it was important for two reasons; to engage with fans on the ground who otherwise would not get the chance to see the Reds in person, and to address their commercial requirements and needs, both existing and future.
Liverpool are popular across the globe, but Google data complied by Uswitch has highlighted just where they receive the most traction when it comes to being searched for on the internet.
Searches on Google may not seem like offering much to the club on the face of it, but when the Reds engage with commercial partners in various sectors and regions they want to see data. Liverpool have scored much success on getting data insights on their fanbase, and that is something that prospective partners value a lot. How much traction a club gains on the net globally is also of interest.
Of 188 countries where data was provided, Liverpool came out second in the total list having topped the Google search in 34 countries. Real Madrid topped the pile with 75 while Manchester United were third with 27, Manchester City 20 and Arsenal 13. Barcelona, rather surprisingly, were in sixth place heading the list in eight of the countries assessed.
Liverpool topped the list in European countries Cyprus, Iceland, Ireland, Latvia, Malta, Ukraine and Wales, while in Asia they led in Bangladesh, Bhutan, Brunei, Mongolia, Qatar, and Saudi Arabia. In North America they took top spot in Antigua and Barbuda, Bahamas, and Jamaica, while in Africa they were the most searched team in Botswana, Egypt, Eswatini, Lesotho, Malawi, Namibia, Seychelles, Somalia, Tanzania, Zambia, and Zimbabwe.
In Oceania they led in Kiribati, New Zealand, Tonga, Tuvalu, Vanuatu, while Guyana was the only South American nation where they led, despite the Brazilian impact of Alisson Becker, Fabinho and Roberto Firmino and the popularity of Luis Diaz in Colombia and Darwin Nunez in Uruguay.
Overall in Europe, Liverpool ranked fourth behind Manchester United, Manchester City and Real Madrid, the latter the most searched for European team in England.
Liverpool have big ambitions for the US and the Asian markets, and in the North America they sit joint second on the overall list with Manchester United, a list that is headed by Real Madrid. United top the list in the US and Canada.
In Asia the Reds are second once again, with key markets such as India being led by Real Madrid, and Thailand and Japan having the lion's share held by Manchester United. Arsenal were the leaders in Africa.
Using Google Keyword Planner to analyse monthly search volumes for 150 football teams in nearly every country around the globe, Uswitch removed the football team native to the country to reveal which foreign team is the most supported. The teams analysed were the top 150 sourced from: https://footballdatabase.com/ranking/world/1
Only official football team names were searched to ensure clear search intent. Countries with no or little data were removed from the analysis. As Google is officially banned in China, China was also been removed from the analysis.
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