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Liverpool FC Left Out the Santa Hats in Its Biggest Brand Campaign Yet
Liverpool FC’s Nice One thanks supporters across 24 cities, from Tokyo to Belfast, with no tinsel. What a club can teach brands about a festive campaign.
Liverpool FC’s Christmas campaign has no tinsel and no Santa hats. “Nice One” launched on 6 November, and Ad Ranking describes it as the club’s biggest brand campaign to date: a thank you to its supporters.
What happened
According to Ad Ranking’s 2026 Christmas ads tracker, the campaign features players from the men’s and women’s teams alongside fans. Outdoor runs in 24 cities including Tokyo, Paris and Belfast, with digital and social alongside. The tracker does not credit an agency.
Ad Ranking’s view is that the decision to drop tinsel and Santa hats is deliberate.
Why it matters
Christmas advertising has a visual shorthand, and it makes most campaigns look alike. Leaving it out is a brand decision: the campaign says that the supporters, not the season, are the point. A thank-you also travels, which suits a campaign running in 24 cities.
What it means for your brand
- Skip the seasonal clichés. If every competitor wears a red hat, a clean look stands out. Our guide to seasonal campaigns without diluting your brand shows how to join in on your own terms.
- Thank your customers publicly. A thank-you is a message that needs no product claim. Start from the brand strategy: what do your customers give you?
- Make it work across markets. A single idea across 24 cities needs a clear campaign system, not 24 versions.
