{"slug": "adweek-brand-advantage-b2b-brands-break-out-of-the-office-onto-the-field", "title": "ADWEEK Brand Advantage: B2B Brands Break Out of the Office Onto the Field", "summary": "SAS, a data analytics provider, partnered with Liverpool FC as the club's official AI marketing automation partner and brought their collaboration to a Brooklyn rooftop event where fans mimicked former player Natasha Dowie's footwork in a glass booth while SAS's technology analyzed performance and generated scores. SAS CMO Jennifer Chase said the event was \"an opportunity to describe what we do in a way that is more relatable and emotionally connective.", "body_md": "A few years ago, a partnership between SAS and Liverpool FC (LFC) might have seemed an odd fit. Yet, last year, the data analytics provider signed on as the Premier League soccer club’s [official AI marketing automation partner.](https://www.sas.com/en_au/news/press-releases/2025/december/lfc-welcomes-sas-as-global-partner.html)\n\nThis summer, [SAS and LFC brought their partnership to a Brooklyn rooftop](https://www.adweek.com/brand-marketing/data-giant-sass-deal-with-liverpool-fc-signals-a-broader-b2b-shift/). There, fans and influencers stepped into a glass booth to mimic former Liverpool player Natasha Dowie’s footwork using a foam ball, while SAS’s tech analyzed their performance and generated a score.\n\nIt was “an opportunity to describe what we do in a way that is more relatable and emotionally connective,” SAS chief marketing officer (CMO) Jennifer Chase told ADWEEK.", "url": "https://wpnews.pro/news/adweek-brand-advantage-b2b-brands-break-out-of-the-office-onto-the-field", "canonical_source": "https://www.adweek.com/brand-marketing/adweek-brand-advantage-b2b-brands-break-out-of-the-office-onto-the-field/", "published_at": "2026-09-01 06:00:00+00:00", "updated_at": "2026-09-01 10:53:24.156412+00:00", "lang": "en", "topics": ["artificial-intelligence"], "entities": ["SAS", "Liverpool FC", "Natasha Dowie", "Jennifer Chase"], "alternates": {"html": "https://wpnews.pro/news/adweek-brand-advantage-b2b-brands-break-out-of-the-office-onto-the-field", "markdown": "https://wpnews.pro/news/adweek-brand-advantage-b2b-brands-break-out-of-the-office-onto-the-field.md", "text": "https://wpnews.pro/news/adweek-brand-advantage-b2b-brands-break-out-of-the-office-onto-the-field.txt", "jsonld": "https://wpnews.pro/news/adweek-brand-advantage-b2b-brands-break-out-of-the-office-onto-the-field.jsonld"}}