Manchester United may be Liverpool's biggest rivals on the pitch, but when it comes to attracting a new breed of young fans, the competition comes equally from videogames like Fortnite, the club's CEO Peter Moore told Reuters.
Supporting a football club was traditionally a family affair, passed from parent to child, guaranteeing clubs a steady stream of new fans through the turnstiles as generations passed.
Yet technology and social media have consigned the notion of family allegiance to soccer's romantic past, according to Moore, forcing clubs to look elsewhere for new supporters.
Today a fan could live in Liverpool but might just be a Real Madrid supporter or even a fan of the National Hockey League's Toronto Maple Leafs, ensconced in their bedrooms and connected through online streaming and gaming, esports and Twitter.
"The next generation (of fans) is going to be playing Fortnite, or Apex Legends and is he even going to get out of his bedroom? That is the challenge we face," Moore told Reuters on Friday as he prepared to give the keynote speech at the SXSW conference in Austin, Texas.