Liverpool FC Appoints New Media Chief
Liverpool Football Club has appointed Matthew Baxter as the club’s new chief media officer to head up its Digital Media and TV operations.
Baxter had previously held a senior position at Warner Bros International Television, Walt Disney and was part of the Fox Kids launch team in Europe. Most recently, he was senior vice president of MGM Networks.
Ian Ayre, managing director of Liverpool Football Club, said: ‘Our digital media and television operations are a crucial component of the Club’s future brand and commercial development. Matthew will have global responsibility for establishing a world-class television and digital media business by further developing our digital platforms domestically and internationally. This is a key appointment in our digital strategy to create further engaging content for our growing global fan base.’
Liverpool announced earlier this month that the club has over taken Barcelona as the world’s most globally active club on the social media platform Twitter, launching eight new local language Twitter accounts in two months. On the digital video platform, the club recently became the first football club to launch an official page on iTunes, enabling fans to download their favourite programmes to Apple devices.
Baxter said: ‘It’s a real honour to join the team at an organisation that is steeped in history and has enormous global appeal. There is a real opportunity to build on the existing platforms and develop the club’s digital and TV strategy to further modernise this hugely potential asset.’
