It’s a humid Tuesday night in July at the Skylight at the Refinery, the glass-bubble penthouse atop Brooklyn’s old Domino Sugar Factory. Liverpool Football Club (LFC), the $6 billion powerhouse with more than 200 million social-media followers, has invited scores of U.K. super fans and influencers to the unveiling of the team’s 2027 away-game jersey.
While they sip beer and wait, a few guests line up at a plexiglas booth installed by SAS, which LFC hired late last year as its data-analytics provider.
Inside, attendees do their best to imitate the fancy footwork of retired footballer Natasha Dowie on a screen in front of them, using a foam ball.
