Liverpool Football Club is now the most “popular” English Premier League team in America - but will the Reds also deliver on the fan metrics that matter?

For all the buzz and PR coverage generated by this week’s Morning Consult survey, which revealed LFC as the most-liked club among US Premier League followers and American adults in general, the real question is… “so what?” How much do brand sentiment and awareness really count in today’s direct-to-consumer sports landscape?

Increasingly, the value of fans in sports business depends only on a right owner’s ability to digitally engage, directly monetise and capture data to serve growing demand for digital sponsorship inventory.

It’s what we see every day at EngageCraft as more and more top-tier rights holders turn to our products as a way to help them take control of their digital ecosystems.