English Premier League football club Liverpool has launched LFC Xtra – a new international website for English-speaking supporters.
LFC Xtra will complement the club’s official website, Liverpoolfc.com, and offer extensive video content among other features on a fully mobile and tablet responsive platform.
The launch of LFC Xtra follows a global fan survey carried out by Liverpool and takes its cues from supporters’ social media consumption.
Paul Rogers, head of international development at Liverpool, said: “The club has millions of fans all over the world and, following extensive research, we’ve created a website that aims to deliver a content experience that’s very engaging, localised and easy to consume on-the-go. We wanted to create an online experience that’s different from what any other club in the world has done with content. LFC Xtra will act as a bridge between what fans currently consume in bite-size chunks on social media and the more comprehensive content offered by the official website.”
Liverpool recently relaunched its club television channel LFCTV in high-definition, along with Thai, Indonesian and Chinese language versions of its official website.
An exclusive LFC Xtra video featuring Liverpool and England winger Raheem Sterling answering questions from fans in 20 different countries has been issued to mark the launch.