Liverpool Football Club (LFC) has turned its annual Christmas campaign into a tribute to the supporters who have stood by the club, with a global initiative titled ‘Nice One’.

The campaign, conceptualised by Liverpool FC, is anchored by a film titled ‘Dear Reds’, featuring players from the club’s men’s and women’s teams, including Virgil van Dijk, Ryan Gravenberch, Dominik Szoboszlai, Florian Wirtz, Alisson Becker, Alexis Mac Allister, Grace Fisk, Rachael Laws and Ceri Holland, among others. Interspersed with messages from the players, the film showcases supporters from across the globe cheering for the club, capturing the passion and loyalty of its international fanbase. The players express their gratitude to the fans, acknowledging their role in shaping the club’s identity. The film concludes with the message: “This club doesn’t belong to us. But we’re honoured to represent it. And it’s an honour to play for you. To the world’s greatest fans, nice one.”

What we think about it: The film succeeds in making its sentiment felt even to someone who isn't a Liverpool FC or football supporter. Its simple message of gratitude, heartfelt player messages and focus on the fans make it an emotionally resonant watch, demonstrating how a campaign rooted in a specific sporting community can strike a universal chord.

Hannah Pym, senior vice president, marketing and digital, Liverpool FC, said, "LFC has always been shaped by its supporters. Their passion, loyalty and connection to the club can be seen in every corner of the world, and that's something we're incredibly proud of. With 'Nice One', we're putting the world's greatest fans at the heart of our Christmas campaign and delivering football's biggest-ever thank you to the people who help make this club so special. Spanning 24 cities, 16 countries and five continents, this bold and ambitious campaign reflects LFC's growing influence and cultural relevance beyond the pitch, highlighting its desire to connect with supporters in ways that extend beyond football into wider conversations across sport, entertainment and popular culture." 

Virgil van Dijk, Liverpool FC captain, added, "It's an honour and a privilege to play for our fans, whether they're in Anfield or watching from the other side of the world. Putting them front and centre of our Christmas campaign is a fantastic way to thank them for being there, through the good times and the challenges”.

Grace Fisk, Liverpool FC Women’s captain, said, "It's wonderful to be able to say thank you to our growing community of LFC Women supporters in this way. We’re excited to continue this journey together and create many more special moments along the way. Nice One, for being there for us week in, week out."

Sean Douglas, head - enterprise UK, PayPal, added,“Liverpool fans are at the heart of what makes this club so special, and this campaign is about recognising that loyalty and giving something back. Through our partnership with Liverpool FC, PayPal is proud to play a part by giving fans money off this Christmas, helping make the festive season go a little further for Reds.”

Running until December 2026, the campaign spans Liverpool FC’s website, social media, digital platforms and outdoor advertising across 24 cities in 16 countries. It also features fan-generated content, exclusive offers and further activations with partners PayPal, Carlsberg and Expedia, alongside community initiatives through the LFC Foundation.

The global campaign will also align with the localised LFC Foundation's Christmas Magic campaign, which aims to ensure as many families are supported at a time of year that can be incredibly difficult for some.