Liverpool FC has announced plans to roll out a new Wi-Fi service for fans visiting its Anfield stadium.
Xirrus, which has been contracted to install the wireless arrays at Anfield, said the Wi-Fi network will be available to Liverpool fans for the home game against West Ham on 7 April.
Fans will need to go through a one-time registration process, giving the club their email address, to get access to the free Wi-Fi.
Head of digital media and technology at Liverpool FC Andrew Robinson said that the Wi-Fi network is designed to help the club learn more about fans' experience at matches.
The information will reportedly help them more accurately tailor their advertising and marketing campaigns.
"The technology will allow us to find out what devices fans like to connect with the club on so we can invest in digital platforms accordingly. We will also find out more about how fans use the stadium and its facilities so we can adapt these to better serve them," said Robinson.
"We'll be providing in-match stats, food and drink offers, access to online retail, in-play betting in partnership with Paddy Power and also the ability to engage with a global audience outside of the stadium through social media platforms."
Liverpool's Wi-Fi plans mirror those of numerous other companies, who have similarly increased their focus on using social media to learn about their customers.
Twitter this week expanded its Cards service to let tweets contain links to apps, products and image galleries in a move to boost business use of the site and increase user interaction.
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