Liverpool named world's most culturally influential football club, ahead of Real Madrid and Barcelona

An independent international survey conducted by Harris and Toluna has named English Premier League club Liverpool the world's most culturally influential football club. The study, which surveyed people across 22 global markets, saw Liverpool finish ahead of major European rivals including Real Madrid, Manchester United, Arsenal, Chelsea and Barcelona. Overall, 31% of respondents identified Liverpool as a significant cultural force.

Digital reach and audience engagement

The club said the strong result reflects its growing influence beyond the pitch, including on social media, television broadcasts and digital platforms, with particular growth noted in the United States market. Over the past year, Liverpool-related content on social media generated 14.7 billion views, 37% more than the next-best Premier League club. For the third consecutive season, Liverpool also recorded the highest audience engagement among Premier League clubs, while its official website drew 96.16 million visits over the year — the best figure in the league.

In the US market specifically, 18% of those surveyed named Liverpool the most culturally influential European football club, compared with 13% for the club ranked second.

Club's response

Liverpool said it continues to connect with fans through fan culture, storytelling, international events, innovative content and community initiatives that extend beyond football into sport, entertainment and popular culture more broadly. Hannah Beeby, the club's senior vice president of marketing and digital, said the recognition reflects the breadth of Liverpool's community, from its passionate fan culture and roots in Liverpool to its global fanbase.

The survey results were published as Liverpool prepares for the start of its Champions League campaign. On Wednesday, Arne Slot's... wait, the team managed by Arne — actually Andoni Iraola's side will host Atletico Madrid at home.