Airship

Sonos and Liverpool FC launch 'Anfield Pre-Match Anthems' radio station, Instagram competition and ad campaign

David Murphy

Sonos and Liverpool Football Club (LFC) are spotlighting how sound is instrumental to creating community and building hype before a match, whether it’s a stadium's loud roar or voices chanting in unison at a pub. Sonos, the club’s Official Sound Partner is helping fans feel more matchday energy by taking LFC’s sound experience beyond the stadium walls. The brand is debuting a new Sonos Radio station ‘Anfield Pre-Match Anthems’, as well as an Instagram competition that gives grassroots football players the chance to win a premium Sonos sound system for their club, and an ad campaign.

“LFC fans are some of the loudest in the world, with a passion for sound that’s as strong as their love of the team,” said Pete Pedersen, VP of Marketing at Sonos. “We wanted to bring the hair-raising excitement you hear at Anfield stadium to the club’s global fanbase, so that no matter where you’re watching the match, it feels as though you’re actually there.” 

Hosted by Liverpool FC legend John Barnes, Anfield Pre-Match Anthems brings playlist favorites from the dressing room to fans' living rooms, spanning a mix of musical genres, including Dance, Hip-Hop, Afrobeats, Pop and R&B. The station is available on Sonos Radio for free to all Sonos users and on Mixcloud for those on the move.

Sonos is also giving players the chance to win a premium Sonos sound system for their club by asking them to share their favorite tune and pre-match rituals on Instagram. For more details on how to enter, head to @sonos or read the contest’s Terms and Conditions.

The advertising campaign features Liverpool players Sadio Mane and Alisson Becker, as well as an eclectic mix of real Liverpool fans. The Feel More on Matchday campaign will air across broadcast/VOD, digital and social channels.