Ok, I know here I am writing about football and Liverpool FC once again.  The sport certainly seems to be taking the lead when it comes to sport and digital integration.  Then again the money flowing through the game is far in excess of any other sport in the UK.

What other sports and brands can learn from them is a huge amount.  Here we have a sport which a huge following on and off line and clubs such as Liverpool have to try and turn some of that into cash for the club.  It is Ok fostering amazing communities with huge numbers but who pays for the people and technology being used?

The latest news that has caught my eye is that LFC have teamed up with Snow Valley’s Muse e-commerce platform to offer football first mobile store.  Their technology allows companies to incorporate information from social networks such as Facebook.

The site will stock the clubs entire range of merchandise and kit. It will be interesting to see what the take up is like but it is great to see a club moving to where the fans are and realising the huge potential that mobile is going to have in the coming years.

Chris Jennions, internet sales manager at Liverpool FC, said: “[The store is] driven by our fans. We could see that they were visiting the site with their phones and so it made sense to provide them with a really good mobile-optimised shopping experience.”

Liverpool may be the first but I doubt it will be the last club to look towards mobile as a new revenue generator.  We will all be watching with interest to see how it performs.