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Sonos named as football club’s “official sound partner”


Sonos has signed a multi-year agreement with a Premier League football club, to become its “official sound partner.”

The Californian brand explained that the deal with Liverpool FC would “heighten football’s sonic experience” at Anfield.

“Sound has always been an essential part of sports – it breathes energy into every game, whether it’s the music players listen to while getting hyped for a match, the vibrating chants from fans in the stands, or recreating a stadium experience at home,” said Pete Pedersen, VP of Marketing, Sonos.

“We sought a team – and fanbase – that shares our passion for sound. Thanks to the electric atmosphere at Anfield and the city’s deep heritage in music, Liverpool FC became the perfect match.”

The brand’s first-ever sports team partnership will see it create immersive sound experiences within the stadium, focusing on internal lounges, player areas and its training base.

“There’s a clear harmony between LFC and Sonos, we both share a great passion for the soundtrack of our experiences,” added Matt Scammell, Commercial Director at LFC.

“Sound is what makes Anfield such a special place, when our supporters get behind the team the 12th man creates game-changing sound, something we can’t wait to hear again this season. We’re really looking forward to working with Sonos to connect our supporters around the world to the sound of Anfield.”

Sonos said it would be working closely with the Official Liverpool Supporters Clubs, to “bring the sound of Anfield to them” by recreating the stadium’s atmosphere in remote watching spaces with its products.

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