Why fan media offers the most authentic sponsorship in football
For brands looking to engage with football fans, sponsorship of a Premier League club can be eye-wateringly expensive. But there’s an alternative, one that offers deep, authentic engagement with the same audience at a fraction of the cost—fan media. And when it comes to fan media, The Anfield Wrap (TAW) is the standout platform.
Why fan media works
Football clubs have millions of supporters, but not all fans are the same. Casual followers catch the occasional match; diehards live and breathe the club. The Anfield Wrap attracts the latter. More than 11,000 fans have gone a step further by paying for TAW’s content—seeking out more than just match-day coverage and investing in deeper analysis, debates, and stories about Liverpool FC.
For sponsors, this kind of engaged audience is gold dust. These fans are highly engaged; consequently, they know the TAW's presenters, and more importantly, they know who the sponsors are. That’s why sponsoring TAW isn’t just about visibility—it’s about becoming part of the conversation among the most devoted supporters.
Sponsorship that makes a difference
Spending £1m to sponsor Liverpool FC makes a small impact on the club's near £600m annual revenue. A new deal might tweak the balance sheet, but it won’t change much. For a fan media platform, however, sponsorship can be transformational. It funds better content, bigger projects, and ultimately, a better experience for fans.
Erdinger, the German beer brand, understood this when they partnered with TAW. Their backing enabled The Anfield Wrap to finally create their dream five-part documentary series on Jürgen Klopp—one of the most comprehensive and powerful pieces of content ever produced about Liverpool’s iconic manager. Erdinger, already an ambassadorial partner of Klopp, didn’t micromanage the content or demand editorial control. Instead, they trusted and supported TAW to do what they do best—creating a series that resonated deeply with the Liverpool fanbase. By partnering with TAW as a main sponsor, Erdinger had a far greater impact than they ever could have as a minor club sponsor. Rather than being one of many logos on a backdrop, they became integral to something meaningful for fans, ensuring that their brand was not only seen but appreciated by the audience.
Fan media as an activation tool
Erdinger isn’t the only brand to tap into TAW’s ability to engage Liverpool fans. Other major club sponsors, including Peloton and Nivea Men, have used the platform to connect with fans in a way that feels natural and credible. Instead of just slapping a logo on a shirt, they are contributing to meaningful content that fans actually want to consume.
The fans’ seal of approval
What makes fan media platforms unique is their organic growth. They aren't just media outlets; they are built by passionate supporters for passionate supporters. Because of this, they won’t accept just any sponsor—only brands they believe add real value to the club and its fan base. This means that when a fan media platform like The Anfield Wrap partners with a sponsor, it’s more than just a business deal; it’s a form of endorsement. It’s as if TAW is saying to millions of Liverpool fans: ‘These Erdinger guys are a good bunch, and their beer is pretty good too.’
This level of authenticity is something clubs themselves often struggle to provide. In an era when football teams are willing to take sponsorships from gambling companies without question, fan media platforms act as gatekeepers of credibility. A sponsor’s association with a respected platform like TAW signals to fans that they are more than just a corporate name—they are part of the fabric of the community.
Not all fan media is created equal
While almost every club has a fan media presence, they are not all created equal. Some, like Arsenal Fan TV, have gained notoriety for heated debates and sensationalism, which can be risky for sponsors. For more on how to protect yourself, here is a piece on how to protect yourself from a PR crisis. The Anfield Wrap, on the other hand, has built a reputation for intelligent, insightful discussion and award-winning content, recognized by the Drum Marketing Awards and numerous Podcast of the Year titles.
For sponsors looking to make an impact, fan media represents an exciting, cost-effective, and highly engaging alternative to traditional football sponsorships. Whether as a standalone deal or as part of a broader activation strategy, platforms like The Anfield Wrap offer something unique—a direct, authentic connection to the game’s most passionate supporters. And in today’s sponsorship landscape, that’s something money can’t always buy.
