Luis Garcia interview at New Balance Liverpool Fc event

LFC and New Balance team up for the 2016 International Champions Cup

This past July, AC&M teamed up with Liverpool Football Club (LFC) and New Balance (NB) for the International Champions cup (ICC), an annual tournament that gives Europe’s best the opportunity to play in the US.

Our team had the unique opportunity to help the brand leverage the ICC as a vehicle to engage with soccer consumers, sell replica jerseys and introduce new footwear. Upon the request from NB, we laid out a variety of events to promote NB and one of their biggest international assets, LFC, throughout the course of the ICC in California:

Interactive Pub Experience
AC&M put on an interactive pub experience in LA and San Francisco for LFC fans. The events took place prior to LFC’s games against AC Milan and Chelsea in the ICC, and featured raffles for NB merchandise (including LFC jerseys) and tickets to that day’s game. Oh, and did we mention an appearance by LFC legend Luis Garcia?


KICK host Heath Pearce and LFC Legend Luis Garcia


LFC Fans gearing up for the game at local pub

Fans were able to spend the day with fellow Liverpool supporters getting pumped for the game, snapping pictures with Luis Garcia, and a few lucky winners got to take home some fresh NB LFC gear. To add to the fun, AC&M also brought along KICK and Heath Pearce to help document and host the events. You can check out the video recap from KICK below:

Youth Academy Day
On Liverpool’s free day on the tour, AC&M organized a youth academy day where members of LFC affiliated youth soccers clubs could participate in a one day soccer clinic with LFC players and coaches.


Jurgen Klopp

Club members got the chance to meet some of their favorite players like Daniel Sturridge and work on their soccer skills with one of the best managers in the league, Jurgen Klopp. This event not only brought smiles to the kids’ faces, but gave LFC and NB opportunity to engage with young fans and consumers.


Daniel Sturridge with fans.

LFC’s 3rd Kit Launch

Last, but certainly not least, AC&M and  KICK headed over to the Facebook Headquarters for the release of LFC’s 3rd Kit. 

With AC&M lending their creative and marketing expertise, and KICK lending host Heath Pearce, and of course, Jurgen Klopp and all LFC greats, this event was one for the books.

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Steven Marques