Liverpool FC appoints new Commercial Director
Liverpool FC has announced the promotion of Kate (Pratt) Theobald to the club’s new Commercial Director. She will replace Ben Latty, who was promoted to Chief Commercial Officer at the end of last season.
Kate will lead LFC’s global partnerships team, overseeing the club’s partnership and sales strategy. In addition to her commercial responsibilities, she will 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.
Kate said:
“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.”
“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.”
Kate joined LFC in 2019 to oversee the Americas region in collaboration with Fenway Sports Management (FSM) and established LFC’s New York office. This U.S. presence fostered growth in global partnerships with premier brands, doubling the club’s partnerships in the Americas and adding major names such as Expedia Group, Coca-Cola, Google, UPS and Peloton. Under her leadership, Kate’s team has built a strategic framework over the past five years that emphasizes alignment with blue-chip companies and market leaders that resonate with LFC’s core values and commitment to sustainability.
In her most recent role as Vice President and Head of Global Partnership Sales at LFC, Kate has been influential in bringing together new global partnerships with leading brands such as Husqvarna, Japan Airlines, Orion Innovation, Lucozade, and Englebert Strauss, which has seen the club’s commercial income achieve record results, rising to £272m.
Reflecting on the appointment, Ben Latty, Chief Commercial Officer at Liverpool FC, 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.”
Before her tenure at LFC, Kate held the role of Director of Team Sales and Marketing Partnerships at the Madison Square Garden Company, where she drove innovative partnerships across MSG’s portfolio of live sports and live entertainment. One of her notable achievements included brokering the New York Knicks’ first jersey patch partnership with Squarespace. Her career in sports marketing began with key roles in corporate partnership sales with the New York Yankees and the Breeders’ Cup Limited. Industry accolades underscore her impact, with recognitions including Forbes’ 30 under 30 list in 2017 and the SBJ Game Changers class in 2022.
