A SEMIOTIC ANALYSIS OF LIVERPOOL FC’S SPONSORSHIP CAMPAIGNS

This study examines the use of verbal and non-verbal signs Liverpool FC’s sponsorship videos promotional campaigns to reveal how meaning, identity, and values are constructed through semiotic elements. The research focuses on sponsorship materials from Liverpool FC’s collaborations with major brands such as Adidas, Standard Chartered, and Google Pixel, which are disseminated through advertisements, and digital media content. The aim of this study is to analyze the types of verbal and non-verbal signs found in the advertisements and to interpret their denotative and connotative meanings within the context of football sponsorship and branding. This research employs a qualitative descriptive method with a semiotic analysis approach. The data were collected from selected Liverpool FC’s sponsorship videos promotional campaigns and analyzed using Saussure’s theory of signs, Barthes’ concepts of denotation and connotation, and Cerrato’s theory of colour meaning the findings show that non-verbal signs play a dominant role in conveying emotional appeal, club identity, heritage, and professionalism, while verbal signs function to reinforce and guide audience interpretation. The interaction between verbal and non-verbal elements constructs persuasive messages that strengthen brand credibility, emotional attachment, and fan loyalty. This study concludes that Liverpool FC’s sponsorship videos promotional campaigns strategically utilize semiotic resources to communicate values of pride, tradition, innovation, and global identity, making football sponsorship an effective medium for cultural and commercial communication.