# ADWEEK Brand Advantage: B2B Brands Break Out of the Office Onto the Field

> Source: <https://www.adweek.com/brand-marketing/adweek-brand-advantage-b2b-brands-break-out-of-the-office-onto-the-field/>
> Published: 2026-09-01 06:00:00+00:00

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)

This 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.

It 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.