Nordic tech company Reaktor will redesign the Reds’ website, which features highlights, interviews, and more.

Liverpool FC Premier League title winners

Liverpool has partnered with Nordic tech company Reaktor to redesign its website,, to improve the fan experience. 

Supporters can watch highlights, interviews, and similar content on the site, in addition to shopping, written and audio content, and more.

The club was already in the process of reimagining its digital presence, but this process has been accelerated by the effects of the pandemic. It wants to create an integrated digital estate, which means every fan would be able to go to one place for everything and have their own “My LFC” world.

Reaktor aims to achieve this through rebuilding fan journeys, reengineering underlying infrastructure to persist a fan’s identity across products, plugging the experiential layers into the personalization, and journey orchestration platforms. If successful, this would mean further optimization of the fan experience online but also easier integration of new products and experiences.

Permissions management, single sign-on, and data management systems will also be improved or added. 

SVP of digital at Liverpool, Drew Crisp, said: “Our supporters are at the heart of everything we do, and so we wanted to create a single digital Liverpool FC fan experience for them wherever they are in the world. Investing in a more robust digital presence has enabled us to bring our fans what they most want to see when they want to see it.”

Niclas Kristiansson, executive creative director at Reaktor Creative, added: “Our creative studio specializes in design and storytelling, works as an integral part of Reaktor, and helps brands be culturally connected and act purpose first. Our endeavor with Liverpool FC is a perfect example of technology and content serving not only brand and business, but also tens of millions of humans that love their club.”