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This paper aims to explore the place-based advertisements used in international soccer. First, it elucidates the aspects of history and myth that are used by Liverpool Football Club (LFC) to attract and encourage international supporters to visit the home ground of the club. This paper uses the author’s first-hand experience of sports-based tourism to develop a case study which advances a conceptual model highlighting the differences among local cultural practices, global brands, and locally practiced brands. Autoethnographic data is used in conjunction with advertisements from LFC analysing their rhetoric to support the claim that the myth of Anfield and Liverpool’s unique history are critical towards motivating international support of the club and sports-based tourism. This advertising of the ‘local’ ultimately allows the club to participate in a globalized market while simultaneously offering it the chance to preserve the characteristics which make it unique.

Celebrating the local: place-based advertising at Liverpool Football Club