CLUB NEWS

HILLSBOROUGH: 2OTH ANNIVERSARY

Wednesday 15th April will see the 20th anniversary of the

Wednesday 15th April will see the 20th anniversary of the , which cost 96 fans their lives at the 1989 FA Cup semi-final against Nottingham Forest. Those supporters will never be forgotten and will again host the annual Hillsborough memorial Service, organised by the Hillsborough Family Support Group.

The service will be inter-denominational and will take place on the Kop at Anfield. It will commence at 2.45pm, include a two minute silence at 3.06pm and conclude at about Programmes on LFC TV will include: 3.30pm with the singing of 'You'll Never Walk Alone'.

Tickets are not required and Football Club extends an open invitation to you to join the families, the Directors, Hillsborough Memorial Service officials and players plus thousands of fellow football fans in 14:30: Live coverage of the memorial service from Anfield our annual act of remembrance.

This year is expected to be exceptionally well attended and Hillsborough Documentary we would ask that you allow adequate time and plan to be in 20:00: Hour-long special examining what happened in 1989 and why the fight for justice continues early. Entrances will be open at 2.00pm, on both sides of the Kop. In the event of the Kop being full for this occasion, extra seating will be provided in the Lower Centenary Stand. Parkhead ’89, The Fans Story 21:00: A look back at the first match to take place after the LFC TV will be made free to everyone for 24 hours on 15th Hillsborough disaster on an emotionally charged night in April (meaning you won’t need to be a subscriber to Setanta Glasgow when Celtic faced Liverpool Football Club Sports to watch LFC TV on the day). All video content about Hillsborough will be free to view on liverpoolfc.tv on 15th Features on www.Liverpoolfc.tv will include: April and from that day onwards (meaning you won’t need to be a subscriber to the e-Season Ticket service to watch the content). Letters from the Heart Friends and family of the victims write letters to their lost loved ones – expressing what they’d like to say to them 20 years on from that tragic day in April 1989

What Hillsborough Means to Me Rafael Benitez, Jamie Carragher, and a host of others explain what Hillsborough means to them

Reds Around The World Fans from all over the world send their messages of support to the families of the 96 fans who lost their lives

1 LIVERPOOL FC - OFFICIALLY A “SUPERBRAND” OFFICIAL MEMBERSHIP SCHEME OFFER

Every year, Superbrands asks the British LFC is currently running a Membership Scheme public to vote for the country’s strongest promotion where fans can save 50% on the joining fee. For brands, and we’re delighted to announce a limited period Official Adult Membership costs just that Liverpool FC has been voted onto £14.50 for a full 12 months of benefits. this prestigious listing for 2009/10. As a member of the Superbrands programme, With the reduced price, this is now an extremely our brand story will be told in a variety of cost-effective and useful promotional tool for Partners. It ways, including entry into the Superbrands can be used in a variety of ways including: book. The book is delivered to the top 200 UK brands, a variety of agencies, + Acquisition + Retention + Promotions distributed at events/conferences and also available through book stores and libraries. If you would like to use LFC Official Membership to support your current LFC marketing activity please contact Bruce Ben Hudson, Superbrands’ Chief Executive said “It’s a pleasure to Bundrant or Scott Richardson to discuss further. welcome Liverpool FC to this year’s Superbrands programme. Their case study will be a welcome addition to our twelfth volume of the Key Membership benefits include: better ticket access, retail Superbrands book where it will feature alongside other iconic brands as discounts in store, gift pack and on-going benefits varied as Coca-Cola, BP and BT”. throughout the year. For full details please see: www.liverpoolfc.tv/membership/benefits.htm

MORE RECOGNITION FOR LFC OFFICIAL WEBSITE

The Club's Official Website, www.liverpoolfc.tv, was launched in 2001 and now has up to 2.9 million unique visitors per month, with 1.6 million registered users and 52 million monthly page impressions. It is also home to the most successful football club video subscription service in the world, e-Season Ticket, and in 2008 the site was rated as:

The No. 1 football website in the UK according to Hitwise The No. 1 most-searched-for football club website in the UK according to Yahoo! The 2nd most-frequently-visited sports site in the UK (second only to BBC Sport) according to Comscore The 4th most-searched-for item on MSN UK overall The website will be re-launched at the end of the season. It will have a new look and feel and many additional features including: a kids section, an enhanced competition section and numerous ‘User Generated Content’ offerings.

COMMERCIAL NEWS

PARTNER FEEDBACK FORMS Develop strong strategic recommendations for Partners Helps facilitate dialogue with other Club Partners for Thank you again for completing the ‘Partner Feedback Form’ co-promotions at the beginning of the year and for your continued business Increase level of communication and involvement with Club with Liverpool Football Club. CEO and Owners Build on level of interaction with Club Manager and This first round of feedback has been extremely helpful in Technical Staff pinpointing areas of improvement. The general comments were that Partners are happy with the Commercial We're currently planning an end-of-season ‘Partner Summit’ Department's new ambition, sense of purpose and staff which will enable Partners to interact with each other and the resources. We’re pleased to hear that we are heading in the Club's Executive Team. right direction! We’re also in the midst of a Club and Commercial Department We have compiled the scores and comments received by restructuring which will allow key staff members to spend more Partners and overall the Commercial Department scored a 3.3 time on Club Partners' long-term business objectives and – ‘Meets Requirements’. Of course our goal is to at least strategies. This re-structuring will also allow for us to better achieve 4.0 ‘Exceeds’ in all measurement criteria. coordinate interaction with the Club Owners, CEO, Manager and Technical Staff. Based on your feedback, these are the steps we need to take and areas we need to immediately improve on in order to We'll be looking for more feedback from you at the end of the achieve 4.0’s: season. 2 NEW PARTNERSHIP DEPARTMENT STRUCTURE Slight changes have been made to the structure of the LFC Annie Tufte has assumed the role of Partnership Operations Partnership Department with the aim to provide better support Manager. Going forward, Annie will oversee all LED operations, for current Partner activation, and maximize our ability to coordination of a Partner Summit and First Team Pre-Season develop new Partnerships. Tour, management of all Partners’ print media deliverables and Partners’ access to LFC imagery and brand usage guidelines. Bruce Bundrant has assumed the role of Head of Commercial Partnerships. Bruce will be tasked with growing new Partner We’re happy to announce that we’ve hired Rishi Shende to the revenue and developing current Partner long-term strategies and role of Partnership Development Co-ordinator. A graduate of measurable activation plans. University of Liverpool’s MBA in Football Studies program, Rishi has been an intern in the Partnership Department the past 6 Jo Crump has been named Director of Media Partnerships. Jo months. He’s shown such a great work ethic and willingness to officially moves into the Partnership Department from the Digital learn that we’ve hired him to support Jonathan and David’s new Media Department and will continue to provide first-class digital Partner development activities. media strategy, management and delivery to Partners. Jo entered a 9-month maternity leave on 20th March. Steven Hartley has Nicola Myers will continue to be the main, day-to-day Partner assumed all digital media delivery responsibilities for Partners contact for all marketing and activation activities, except LED while Jo is away. and Print Media, which Annie will now manage. When in doubt, Nicola is always your first call at the Club. David Cipullo has been named Director of Partnership Development, while Jonathan Kane has been named Director of International Business Development. David and Jonathan will lead all new Partner prospecting and development both domestically and internationally, and they’ll be coordinating LFC’s international brand development strategy.

NEW CRM STAFF & PROMOTIONS TOP SELLERS! Graham Thomas and Lindsey Geddes have recently We are pleased to announce that two of our LFC licensed joined the CRM Team. products have recently been noted for their high level of sales and for successfully outselling competitors. Graham takes on the role of Customer Insight Analyst within the CRM department and will be The 2009 LFC Calendar is a top seller with sales of just responsible for helping both Club and Partners under 200,000 copies. High School Musical came top in understand and learn more about the LFC customer 2008 and so far is the only other calendar to achieve similar base. sales to LFC in 2009.

Lindsey joins as Campaign Manager and will The LFC Panini sticker collection which was launched at the support the production and delivery of all marketing end of January is currently out selling the Manchester United activity across the Club. Lindsey will ensure that all collection (the only other club specific collection in the UK) communications present a consistent message, are and we’re projecting that we’ll sell 800,000 packets of delivered to the most relevant audience, at the right stickers in total. time, and through the right channel.

In addition, Phil Dutton has a new role as CRM Strategy Manager. Phil will bring his experience to help develop the systems and processes across the Club in order to have an infrastructure that supports our CRM activity.

3 PARTNER NEWS & UPDATES

CARLSBERG PENALTY SHOOT-OUT COMPETITION Every season Carlsberg, Main Sponsor of Liverpool FC, offers fans the once in a lifetime opportunity of scoring a goal in front of the Kop.

A co-branded competition on the LFC official website in February offered two lucky winners the chance to take a penalty shoot-out against LFC Academy Goalkeeper, Hakan Duyan, during the half time interval of the Manchester City match.

There were almost 1,000 entries and the winners were two lifelong fans: Anthony Mason, aged 37, from Warrington and Mark George, aged 28, from Worcestershire.

Taking a penalty kick at the Kop end was a dream come true for both men, who also won match tickets, a full kit and Carlsberg ‘Part of the Game’ watches.

LAUNCH OF PES 2009 ON THE WII

PES 2009 ‘The Official Video Game of Liverpool FC’ was released for Wii on 27th March. It features a unique control system that not only allows you to move the player with the ball, but send those around him running into space or into a passing position.

With all the volleys, tricks and skills associated with Konami’s series, ‘PES 2009 for Wii’ also boasts a number of new innovations including:

Master League - allows the player to build their own team and lead them to glory Champions Road - a rewards-based trial, wherein players are given points for attaining specific targets (scoring a hat-trick, for instance) and using the points accrued to build an even better squad

Coupled with the exclusive use of the UEFA Champions League licence and stunning online play, ‘PES 2009 for Wii’ is the ultimate football title.

BRITANNIA CHEQUE PRESENTATION Britannia Building Society offers the ‘Liverpool FC Save and Support’ account which gives adult and junior fans the chance to save for their own future and support the Club at the same time.

The Partnership has seen 6,500 fans open savings accounts and more than £400,000 contributed to the Club since 2002.

An annual bonus cheque for £77,000 was presented to Brian Hall (former player and LFC PR Manager) by father and son fans and Britannia members - David Rowlands and David Rowlands Jr. at the recent Manchester City match.

Phil Lee, Managing Director of the Britannia Capital Investment Group, added: "We are very proud of our relationship with Liverpool Football Club and we're pleased to be able to contribute to the Club's continued success”.

For more information about the ‘Liverpool FC Save and Support’ account please visit: www.britannia.co.uk/lfc, go into any Britannia Building Society branch or call free on 0800 915 0503.

*Lines are open 8am-8pm weekdays and 9am-12 noon Saturdays. Calls may be monitored and/or recorded. Calls from landline phones are free however, mobile providers may charge.

4 FIXTURESCOMMERCIAL & RESULTS NEWS UPDATE

November 2008 - May 2009

DAY DATE OPPONENT COMPETITION LOCATION KICK-OFF TV RESULT Sat November 1st Tottenham Hotspur Barclays Away 5.30pm 1-2 Tue November 4th Club Atletico de Madrid UEFA Champions League Group Stage, Matchday 4 Home 7.45pm ITV 1-1 Sat November 8th West Bromwich Albion Barclays Premier League Home 5.30pm Setanta Sports 3-0 Wed November 12th Tottenham Hotspur Carling Cup Away 7.45pm 2-4 Sat November 15th Bolton Wanderers Barclays Premier League Away 12.45pm 2-0 Sat November 22nd Fulham Barclays Premier League Home 3.00pm 0-0 Wed November 26th Olympique de Marseille UEFA Champions League Group Stage, Matchday 5 Home 7.45pm Sky Sports 1-0 Mon December 1st West Ham United Barclays Premier League Home 8.00pm Setanta Sports 0-0

Sat December 6th Blackburn Rovers Barclays Premier League Away 3.00pm 3-1

Tue December 9th PSV Eindhoven UEFA Champions League Group Stage, Matchday 6 Away 7.45pm ITV 3-1

Sat December 13th Hull City Barclays Premier League Home 3.00pm 2-2

Sun December 21st Arsenal Barclays Premier League Away 4.00pm Sky Sports 1-1

Fri December 26th Bolton Wanderers Barclays Premier League Home 3.00pm 3-0

Sun December 28th Newcastle United Barclays Premier League Away 12.00pm Sky Sports 5-1

Sat January 3rd Preston North End FA Cup 3rd Round Away 5.25pm ITV 2-0

Sat January 10th Stoke City Barclays Premier League Away 5.30pm Setanta Sports 0-0

Mon January 19th Everton Barclays Premier League Home 8.00pm Setanta Sports 1-1

Sun January 25th Everton FA Cup 4th Round Home 4.00pm Setanta Sports 1-1

Wed January 28th Wigan Athletic Barclays Premier League Away 7.45pm 1-1

Sun February 1st Chelsea Barclays Premier League Home 4.00pm Sky Sports 2-0

Wed February 4th Everton FA Cup 4th Round Replay Away 8.10pm ITV 0-1

Sat February 7th Portsmouth Barclays Premier League Away 5.30pm Setanta Sports 3-2

Sun February 22nd Manchester City Barclays Premier League Home 3.00pm Sky Sports 1-1

Wed February 25th Real Madrid UEFA Champions League 1st Leg, Round of 16 Away 7.45pm Sky Sports 1-0

Sat February 28th Middlesbrough Barclays Premier League Away 3.00pm ITV 0-2

Tue March 3rd Sunderland Barclays Premier League Home 8.00pm Sky Sports 2-0

Tue March 10th Real Madrid UEFA Champions League 2nd Leg, Round of 16 Home 7.45pm Sky Sports 4-0

Sat March 14th Manchester United 12.45pm Setanta Sports Barclays Premier League Away 4-1 Sun March 22nd Aston Villa 4.00pm Sky Sports Barclays Premier League Home 5-0 Sat April 4th Fulham 5.30pm Sky Sports Barclays Premier League Away Wed April 8th Chelsea 7.45pm ITV UEFA Champions League 1st Leg, Quarter Finals Home Sat April 11th Blackburn Rovers 12.45pm Sky Sports Barclays Premier League Home Tue April 14th Chelsea 7.45pm UEFA Champions League 2nd Leg, Quarter Finals Away Tue April 21st Arsenal 8.00pm Barclays Premier League Home Sat April 25th Hull City 3.00pm Barclays Premier League Away Tue/Wed April 28th/29th TBC UEFA Champions League 1st Leg, Semi-Finals TBC 7.45pm Sat May 2nd Newcastle United Barclays Premier League Home 3.00pm Tue/Wed May 5th/6th TBC UEFA Champions League 2nd Leg, Semi-Finals TBC 7.45pm Sat May 9th West Ham United Barclays Premier League Away 3.00pm Sat May 16th West Bromwich Albion Barclays Premier League Away 3.00pm Sun May 24th Tottenham Hotspur Barclays Premier League Home 4.00pm Wed May 27th TBC UEFA Champions League Final Rome TBC

CONTACT DETAILS We look forward to receiving any feedback you may have on our new Newsletter. We are open to ideas for items for inclusion for future issues, please contact: Nicola Myers Partnership Co-ordinator [email protected] +44 (0)151 237 5975 Bruce Bundrant Head of Commerical Partnerships [email protected] +44 (0)151 237 5973

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