“Nice one”: This Christmas, Liverpool FC delivers its biggest ever ‘thank you’ to fans

Liverpool Football Club (LFC) uses its traditional Christmas advert spot to deliver its biggest thank you to fans in an extensive campaign reaching more than 450 million supporters.

The campaign message is as simple as it is Scouse: “To the world’s greatest fans, nice one”.

Featuring a hero film, OOH, digital, social media, and further activations yet to be announced, the multimedia, multi-market campaign devised by Liverpool FC is the most extensive LFC has undertaken in its 134-year history.

Spearheaded by a film in 60- and 30-second versions, which will appear across the LFC website and the club’s social channels, “Dear Reds” features Liverpool FC star players including Virgil van Dijk, Alexis MacAllister, Alisson Becker and Florian Wirtz. The players express their heartfelt gratitude, concluding with: “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.”

While Liverpool is a key focus, a global OOH campaign is scheduled to also appear internationally around all Official Liverpool Supporters Club outpost locations in 24 cities, in 16 countries spanning 5 continents – going the extra mile to show LFC’s commitment to spreading the word directly to its global fan base. 

The creative reinforces the power of its supporters across OOH, digital and social, using UGC images and video captured by the fans themselves.

Hannah Pym, senior vice president, marketing and digital, Liverpool FC says: "LFC has always been shaped by its supporters. Their passion, loyalty and connection to the club can be seen in every corner of the world, and that's something we're incredibly proud of.

"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. Spanning 24 cities, 16 countries and five continents, this bold and ambitious campaign reflects LFC's growing influence and cultural relevance beyond the pitch, highlighting its desire to connect with supporters in ways that extend beyond football into wider conversations across sport, entertainment and popular culture."

Virgil van Dijk, Liverpool FC captain says: "It's an honour and a privilege to play for our fans, whether they're in Anfield or watching from the other side of the world. Putting them front and centre of our Christmas campaign is a fantastic way to thank them for being there, through the good times and the challenges”.

Grace Fisk, Liverpool FC Women’s captain says: "It's wonderful to be able to say thank you to our growing community of LFC Women supporters in this way. We’re excited to continue this journey together and create many more special moments along the way. Nice One, for being there for us week in, week out."

LFC Foundation's Christmas Magic

The global campaign will also align with the localised LFC Foundation's Christmas Magic campaign, which aims to support as many families as possible at a time of year that can be incredibly difficult for some. Last year it reached more families than ever before, with food support at the heart of its festive efforts across the Liverpool City Region.

Fans can also take a tour of the Liverpool FC Museum for free from 1 to 30 November when pre-booked online using the code “Nice One”.

The size and ambition of the seasonal campaign reflect LFC's growing cultural influence, as it was recently named the most culturally relevant football club among Europe's leading clubs, according to insights from independent global research. LFC has over 227M followers on social media and was named the most engaged club in the Premier League for the last three seasons in a row, with more than 1.5BN social media engagements last season alone. A third more than any other Premier League club.