Sportium has executed an exclusive international activation that brought clients and content creators from multiple markets to play football on Liverpool FC's iconic Anfield pitch. The "Play on Pitch" experience took place on 28 May 2026, showcasing how the operator transforms its official sponsorship into memorable customer experiences.
The activation formed part of Sportium's strategic alliance with Liverpool Football Club, established in 2025, covering Spain, Latin America, Portugal and Italy. AZARplus Sportium serves as the club's official sponsor across these territories, with the partnership extending beyond traditional brand visibility to create unique fan experiences.
International Scope and Participant Profile
The 28 May 2026 event brought together participants from four key markets where Sportium operates. The Spanish delegation included clients alongside content creators Eric Fau, Álvaro Linares and Rubén Vilches. International participants featured Panamanian sports journalist Nicolle Ferguson, former Peruvian footballer Roberto Guizasola, content creator Piero Palomino, and Italian influencer Lorenzo Alp Faion.
“Our alliance with Liverpool FC was born with the objective of bringing our clients experiences they could hardly live otherwise. Play on Pitch perfectly represents that vision: transforming a sponsorship into real emotions, allowing participants to feel like professional footballers for a day in one of the most legendary scenarios of world football. These are experiences that generate a very special bond with the brand and reflect our commitment to offering differential value.”
— Gerard Gibert, Director of Marketing and Communication at Sportium
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Key markets represented
2025
Partnership establishment year
28 May 2026
Event date
Behind-the-Scenes Access
The experience included comprehensive access to normally restricted areas of Anfield stadium. Participants toured the first team dressing room, exit tunnel to the pitch, press room, hospitality areas and the club museum during their private stadium visit.
The activation culminated with participants playing on Anfield's pitch using the full professional protocol. They entered through the same entrance used by Liverpool FC players, wore personalized official kits, and completed a warm-up session led by Liverpool FC coaches. The match experience included official music and protocols typically reserved for professional fixtures.
Anfield Access Points
The complete Anfield experience included five restricted areas typically off-limits to public tours: first team dressing room with player facilities, tunnel system used for match entries, press conference room where post-match interviews occur, premium hospitality suites, and the comprehensive club museum showcasing Liverpool FC's trophy collection and historical artifacts.
Strategic Partnership Execution
The Play on Pitch activation represents Sportium's approach to leveraging its Liverpool FC partnership beyond conventional sponsorship visibility. Rather than focusing solely on digital brand placement, the collaboration emphasizes experiential marketing designed to create emotional connections with clients and brand ambassadors across multiple territories.
The event consolidated Sportium's position as a sponsor capable of delivering premium experiences across its operational footprint. By bringing together participants from Spain, Italy, Panama and Peru, the operator demonstrated the international scope of its Liverpool FC alliance while creating content opportunities through influencer and media participation.
Market Positioning Through Premium Experiences
This activation model positions Sportium differently within competitive iGaming markets where customer acquisition costs continue rising. By transforming sponsorship investments into exclusive experiences, operators can potentially increase customer lifetime value and brand differentiation beyond conventional promotional strategies.
The multi-market approach suggests Sportium views experiential marketing as scalable across its territorial coverage. However, the cost-benefit analysis of such premium activations versus traditional marketing spend remains an open question for operators evaluating similar partnership strategies.
