Fans worldwide offered the opportunity to be part of something bigger

Liverpool FC fans around the globe have a unique opportunity to own a piece of football history—and make a difference in the process. Through a strategic partnership with ECAL, the club’s official calendar marketing provider, supporters can seamlessly bid on match-worn shirts from Premier League and Champions League games, with proceeds benefiting the LFC Foundation.

A campaign with purpose

The goal was clear: promote the newly launched Liverpool FC Auction Store, educate fans on the chance to secure priceless memorabilia and raise funds for charitable initiatives. ECAL collaborated closely with Liverpool’s marketing team to craft an impactful campaign, delivering timely auction notifications straight to fans’ calendars.

Patrick Barrett, CEO of ECAL, emphasised the platform’s power, stating, “Our partnership with Liverpool FC is about enhancing the fan experience. Integrating auctions directly into calendars made it incredibly simple for fans to engage, bid, and contribute to a great cause — all in just a few clicks.”

Seamless fan engagement

The campaign included 12 tactical events designed to build excitement and encourage participation. Fans received calendar alerts with shirt details, uplifting messages, and a straightforward ‘Bid Now’ call-to-action linking directly to the auction store. This approach removed friction from the bidding process, ensuring supporters knew auction start and end times, no matter where they were. The calendar integration was a direct, personalised touchpoint, keeping fans connected to the club and its charitable efforts.

Outstanding results

ECAL delivered over 1.4 million event impressions to MyLFC Members, and the campaign significantly boosted traffic to the auction store, increasing participation and final bid values. Ultimately, the player shirt auctions raised substantial funds for the LFC Foundation, which supports young people and families through life-changing programs locally and globally.

Winning on and off the pitch

Liverpool FC’s collaboration with ECAL showcases how innovative digital strategies can amplify fan engagement while driving positive social impact. By meeting supporters where they are – in their digital calendars – the club made it easy for fans to bid on cherished memorabilia and contribute to meaningful community work. Barrett noted, “This campaign was a win for everyone — the fans, the club, and the Foundation. It shows what’s possible when technology, passion, and purpose align.”

For Liverpool supporters, the campaign offered more than just a chance to own a piece of history; it was an opportunity to be part of something bigger.

For more information on ECAL’s calendar marketing platform, visit the Advanced Features section of the website, or contact us directly via email.