The Anfield Wrap. From the heart of the city.
- Storytelling
- Production
- Activation
- Sponsorship
- Community
- Consultants
From the heart of the city
The authentic, independent voice.
The Anfield Wrap is a market leading football media company that shares the experience of supporting Liverpool FC from the heart of the city.
We’re a brand that understands how to connect with supporters, with work that has influenced football fan culture and unlocked value for its partners.
We are the authentic, independent, go-to voice for Liverpool FC supporters around the world, telling meaningful stories about the football club and its city, while championing causes, initiatives and individuals that matter to its people.
NIVEA MEN
Great stories. Great partnerships.
“If you get to work with these guys you’re lucky!!! Not only do they produce great content that delivers on the brief and aligned to the brand, they also bring the feel good factor to every meeting.
The team have created original content with great storytelling (‘Eric’) and have also extended the reach and storytelling of existing content (‘Dear Liverpool’) through various channels from video, to podcast segments and socials. Without a doubt I’d recommend the team at TAW!”
Working together
Our partners and clients.
Connecting brands and supporters
Sponsorship.
The brands The Anfield Wrap works with, like ERDINGER, Peloton and NIVEA MEN, have cut through with meaningful work that has connected with and added to the experience of being a supporter.
Fans recognise that partnering with Peloton, ERDINGER or Greene King on free content allows us to keep it free, so sentiment towards them is strong.
Our ‘The Friday Night’ YouTube show scored 4.5/5 the season before its partnership with ERDINGER. For the following two seasons, ‘The Friday Night with ERDINGER’ scored 4.7. The partnership enhanced the content.
38.5% reported an unchanged view of our partners.
- 61.1%
- have a more positive view of our partners
- 58.5%
- increased their spending with lead partners since working with TAW
Main show partner · Case study & testimonial
Peloton.
“What truly distinguishes The Anfield Wrap from most media partnerships is their genuine immersion in the Peloton brand. They don’t just read a script; they live the product, making them far more relatable and persuasive than a traditional advertisement.
The tangible benefits we’ve seen are remarkable. Since partnering with TAW, we have nearly doubled our awareness, consideration, and positive sentiment within our target audience.
Community growth: they scaled a Peloton App team from zero to 450+ active members in a single year (the most of any of our media partners), a testament to the trust they’ve built with their audience.
Direct ROI: we’ve been able to connect specific spikes in product sales directly to TAW campaigns, a level of direct correlation we haven’t seen with our other podcast partners.
Cultural resonance: as a US-based company, TAW acts as our ‘ear to the ground.’ They ensure our messaging remains culturally relevant to the LFC fanbase, helping us achieve a true 360-degree marketing approach.
I can confidently say that The Anfield Wrap is one of the most effective and collaborative partners we’ve worked with. They have become true brand advocates, and they don’t just meet the goals we set, they smash them.”
5 × FSF award winners for our podcasts & radio show
Content creation.
The Anfield Wrap produces over 60 podcasts and videos every month, either as part of its subscription service with 12,000 paying subscribers or released for free with over 500,000 listens and views monthly.
Our content is recorded at our city centre studios or on location in venues across Liverpool. From raw, immediate reaction at Anfield and in-depth analysis to exclusive interviews and documentaries, we’re a collective of match-going fans sharing the journey of supporting The Reds, home, away and abroad.
The conversations that matter
Special guests.
Jürgen Klopp. Trent Alexander-Arnold. Virgil van Dijk. Xabi Alonso. Steven Gerrard. Curtis Jones.
Storytelling · Production · Activation · Sponsorship
JÜRGEN.
The Anfield Wrap worked with ERDINGER to tell the story of Jürgen Klopp’s career, producing a five-part documentary series that included thirty-five interviews across four countries and has been viewed 1,000,000 times.
JÜRGEN · Beyond the screen
A city-wide takeover.
We worked alongside ERDINGER on a brand to reflect the idea that this was fan media’s biggest and most ambitious project yet, involving a takeover of Liverpool’s biggest billboard, which towers over the city, and PR that achieved national recognition across sport and trade media.
But best of all, the seal of approval from Jürgen himself, who thanked TAW on behalf of all his family for our work in a press conference.
Highly commended · The Drum Marketing Awards 2023
NIVEA MEN · Storytelling · Production · Activation · Sponsorship
Dear Liverpool.
We worked with NIVEA MEN for five years to help elevate their partnership with LFC and tell fan stories across our platforms in longer form.
In 2022 we were trusted to lead a ‘Dear Liverpool’ campaign for the brand. To keep the elderly connected during lockdown, we worked with NIVEA to supply iPads to care home residents around the country.
One of those was 92-year-old Eric, who we surprised with a visit from Kenny Dalglish and a trip to Anfield to watch Liverpool before he passed away. A video that transcended football.
Viewed over 1,000,000 times
LFC & Standard Chartered
Surprises worth sharing.
We helped LFC and Standard Chartered co-ordinate a 1,000-prize giveaway across different parts of Liverpool, including deserving winners at different stages of the players’ journey.
We also made our own feature video on one of the surprised winners, Chris Best.
229,000 views on YouTube
Production
Lucozade.
As an official partner of Liverpool FC, Lucozade gets access to first-team players each season. They approached The Anfield Wrap to create content with the players that would connect with Liverpool supporters and match the values of the brand.
We put supporters at the heart of everything we do, so we gave three dedicated LFC fans an unforgettable experience: two surprise moments in different parts of the Kop, with two brothers who work for the NHS, a female telecoms engineer and three Liverpool players.
The final edit was full of energy, reflecting the Liverpool crowd and the brand, and reinforcing the unique bond between player and fan. Released on official LFC channels, we delivered the project from conception to completion, including the concept, filming plan and marketing strategy.
Activation · Storytelling · Production
More than a mural.
A purpose-driven, local campaign with a global footprint that celebrated a footballer from Liverpool winning the European Cup.
It brought together TAW’s storytelling, reach and media connections, working with Trent Alexander-Arnold to commission a mural in support of Fans Supporting Foodbanks, who collected food parcels on the same street before every game.
The first of its kind at Anfield, it has become a landmark in the city, renowned among Liverpool fans around the world.
The Trent Alexander-Arnold mural campaign
A Liverpool landmark.
Winner · The Drum Best Low Budget Award 2020
Winner · Northern Marketing Award 2019, Best Low Budget
Production · Soccer Ventures
Bringing a story to life.
“Working on projects like the Premier League in the USA, The Anfield Wrap have become our go-to production resource in Europe. They’re creative, communicative, agile and efficient in bringing a story to life. And most importantly they’re great collaborators and great people.”
The Anfield Wrap shot and edited for the My PL Wish campaign, a fan surprise that aired live on US TV as part of NBC’s Premier League match build-up and across their social channels.
The Anfield Wrap Live · Charlotte, 2018
Community.
The Anfield Wrap has built incredible trust with its audience. It’s important that any partnerships align and help enable us to reinvest in the core product, so our customers see the benefit.
Our consumer surveys tell us that our listeners see us as their friends. They feel like they know us, and they support Liverpool first and The Anfield Wrap second.
Our faces are at the forefront of our content, so our fans buy into brands or products we support. There is as much value in our loyal community of listeners as there is in our 1.5 million social followers. We’ve built relationships with supporter communities all over the world, with sold-out live shows.
Our audience around the world
- UK
- 55%
- USA
- 11%
- Ireland
- 7.5%
- Australia
- 4%
- Rest of world
- 22.5%
Made for supporters
Independent merchandise.
The Anfield Wrap produces independent matchday merchandise that reflects supporter culture or celebrates moments on the pitch, giving our community of fans an opportunity to show their support of TAW.
There is a match-going culture of supporting local designers, and TAW offers that option.
The Feel Closer campaign
Closer, wherever you are.
In 2020, The Anfield Wrap helped fans celebrate Liverpool’s league title during a pandemic, in key cities across the UK and Ireland, with messaging centred around their relationship or distance to Liverpool.
Winner · Prolific Marketing Award 2021, Best Brand Building
Winner · Prolific Marketing Award 2021, Best Low Budget
Liverpool’s 20th league title
A little rivalry. A global reaction.
To mark Liverpool’s 20th league title, we created a stunt that captured the humour and rivalry that comes with supporting Liverpool Football Club.
Designed to make an impact both in person and online, it was picked up by media outlets around the world, including Sky Sports News, BBC Radio 1 and The Mirror, generating more than 100 million impressions across social media.
Winner · Prolific Marketing Award 2025, Small Budget Campaign
A voice for supporters
Beyond our own platforms.
John Gibbons of The Anfield Wrap, live on TNT’s matchday coverage.
We regularly appear across major sports outlets around the world, including CNN, Sky Sports and the BBC, and use our voice to support fan causes in traditional media.
Investment in our city
Consultants.
In 2020, we worked with Nike around their launch as a partner of Liverpool FC, helping shape their vision within the city.
Together, we brought investment to a community initiative in Toxteth alongside Liverpool’s most diverse football team, Kingsley United.
This included creating a Kingsley United girls’ team, a Black, Asian and Minority Ethnic youth leadership forum in partnership with other organisations in the city, and a bursary scheme for a BAME coaching course.
Community Impact winner · Liverpool Chamber of Commerce Awards 2024
