November 6 – The personnel changes keep happening at Anfield, home of Liverpool FC. Along with a new manager, Arne Slot, Kate (Pratt) Theobald has been appointed the club’s new commercial director, replacing Ben Latty who was promoted to chief commercial officer at the conclusion of the 23/24 season.
Theobald has been entrusted with leading the global partnerships team, overseeing the club’s partnership and sales strategy. She will also focus on expanding alliances with industry leaders while working with partners to promote the club’s commitment to sustainability through The Red Way, the club’s award-winning sustainability framework.
“I’m honoured to step into this new role at LFC, working alongside our global partnerships sales, partnerships central, and delivery teams to further our vision of creating meaningful, values-driven partnerships around the world,” she said.
“I’m excited to build on the incredible momentum our team has achieved and continue aligning with partners who not only share our dedication to excellence but are committed to making a positive impact. It’s a privilege to work with brands that support LFC’s passion, global reach, and values as much as we do.”
Theobald joined the club prior to the Covid-19 pandemic in 2019 primarily to oversee the Americas region. With American owners, Fenway Sports Management (FSM), the club has forged ahead with top-name North American brands, most notably, the Expedia Group, Coca-Cola, Google, UPS, Peloton, and Wasabi Technologies.
Latty said: “Since joining the club, Kate has been instrumental in building a powerful commercial framework that extends LFC’s values across the Americas and has helped us achieve tremendous growth in the region.
“Over the past two years, she has continued to play a valuable role in driving our global partnership vision and leading an approach that brings value-driven partnerships to the forefront of LFC’s global strategy. Her dedication to fostering relationships internally and externally with market-leading partners are a testament to her leadership. We’re thrilled to see her take on this expanded role.”
Theobald, who has extensive experience in the American market was educated at Miami University before working with Bredders’ Cup Limited, Madison Square Garden, and the New York Yankees of Major League Baseball.
Contact the writer of this story, Nick Webster, at moc.l1734949956labto1734949956ofdlr1734949956owedi1734949956sni@o1734949956fni1734949956