Subway and Liverpool FC: A Flavorful Partnership in Football

On April 23, 2014, Subway, the world’s largest submarine sandwich chain, announced a multi-year partnership with Liverpool Football Club, marking the brand’s entrance into the highly competitive world of Premier League sponsorships. This collaboration, which lasted until the end of the 2015/2016 season, allowed Subway to connect with the footballing community through innovative campaigns, promotions, and exclusive fan experiences.

#LFC today announced @SUBWAY as an official partner of the club http://t.co/Za2Y0hk6mF pic.twitter.com/x0Kd7dZkfE

— Liverpool FC (@LFC) April 23, 2014

Healthier Options for Fans: The ‘Train Hard and Eat Fresh’ Initiative

Subway’s partnership with Liverpool FC focused on promoting healthier lifestyles, a message closely aligned with the brand’s values of providing nutritious food options. To kick-start the partnership, Subway introduced a range of low-fat subs to participants in the Liverpool FC Foundation programs. The initiative, known as ‘Train Hard and Eat Fresh,’ encouraged young participants to make healthier food choices while staying active.

Subway’s Presence at Liverpool FC Events

Throughout the partnership, Subway took part in several high-profile events that connected the brand with both football and Liverpool’s global fanbase. For example, in March 2015, legendary Brazilian footballer Pelé visited Anfield as a guest of Subway during Liverpool’s match against Manchester United. Pelé, who was an ambassador for the brand, took part in media activities and a special half-time presentation. The appearance of Pelé highlighted the partnership’s focus on promoting healthy nutrition and fitness, which aligned with Liverpool’s commitment to improving player performance through proper training food.

Exclusive Fan Engagement and Sweepstakes

Subway also launched exciting fan engagement campaigns to further enhance its relationship with Liverpool FC supporters. One notable initiative was the “Ultimate Liverpool FC Fan Experience Sweepstakes,” which allowed lucky fans the chance to win VIP tickets to a Liverpool pre-season match at Fenway Park. The competition encouraged fans to share their favorite Subway iced coffee flavor and engage with the brand’s social media channels. In addition, Subway hosted a unique “Name the LFC Donut” competition, where fans could submit creative names for a special LFC-themed donut, with the winner receiving an all-expenses-paid trip to Boston for the match.

Subway’s Continued Engagement with Liverpool Players

The partnership also saw Liverpool players like Daniel Sturridge and Jordan Henderson actively involved in Subway’s promotional activities. Sturridge, who had starred in a Subway advertisement, visited a Subway store in Boston to serve fans and engage with Liverpool supporters. Additionally, players such as Jordon Ibe and Mamadou Sakho tested their sandwich-making skills in a fun fan interaction event in Kuala Lumpur, further strengthening the connection between the brand and Liverpool’s international fanbase.

Exclusive Training Experience for Fans

In May 2015, Subway offered fans a once-in-a-lifetime opportunity to experience behind-the-scenes access at Liverpool’s training ground, Melwood. This exclusive event allowed fans to watch the Liverpool first team train and meet players, providing a memorable experience for those who won the competition. The timing of this event was significant, as it took place just before Steven Gerrard’s final home game for Liverpool, adding an emotional element to the fan experience.

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