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Case Study: Pulse Agency

New research has shown the increasing importance of football for tourism in the UK.

A recently published report by VisitBritian which highlights the vast figures involved in football tourism comes as no surprise to local agency Pulse, who have been at the heart of the supply chain of this industry for several years – providing event management and hospitality staffing support both locally and nationally, working particularly closely with Liverpool Football Club.

The study showed that in 2019 1.5 million inbound visitors went to a live football match – around 1 in every 27 visitors, and spent £1.4 billion across the UK in total. This figure is up 84% on the £742 million spent in 2011 when the research was last conducted. The region with the highest proportion of visits due to football tourism was the Northwest, with Anfield (along with Old Trafford in Manchester) having the highest number of visits at 440,000.

Established in 2004, Liverpool and London based Pulse Agency also deliver a wide range of services including marketing, events and promotions and like most other businesses were severely impacted during the pandemic.

Managing Director Irene Bird, explains: ‘Pulse Agency has been supporting Liverpool FC, providing high calibre charismatic hospitality hosts for the past 25 years. We are proud to have built up a really strong and effective relationship, and become an integral part of the match day hospitality at Anfield.

“Whilst football is at the heart of the visit, what we and the city of Liverpool offer, is so much more. We are proud to showcase the culture, nightlife, hospitality and the diversity the city embraces. With many of our guests returning to the city and memories that last forever. We have been fortunate to be involved in some fantastic events in Liverpool, Manchester and London, with many Premier league clubs and competitions, through the bespoke events we run. But of course this side of the business dried up very quickly when the pandemic hit. It has made us reflect on the offer and we have diversified our services to include broader hospitality and staffing services, which has created new relationships and new sources of income.”

Pulse Agency has been working closely with Growth Platform on future development and growth and have recently benefited from the Peer Networks Programme, which they joined to get support from other business leaders as well as guidance during such an uncertain time for everyone.

Irene said: “As we put our new plans in place for 2022, I am looking forward to working with Growth Platform in supporting the aspirations I have for the business. The Peer Networks programme we took part in has reinforced the value of working together with other partners and like-minded business owners in the region. The pandemic has given us time to reflect but what is coming out of this now, is a time for action, collaboration and optimism for the future.”

If you are a business in Liverpool City Region who may be interested in benefiting from peer support with like-minded businesses visit our Peer Networks programme webpage.

Read the full VisitBritain report here.