It Was Always...The Beginning of Something Bigger
Launching with Liverpool FC, built on legacy, driven by stories and only just getting started.
This Is Where the Story Starts
There are moments in life, flashes of memory, glimpses of clarity that bring us back to what matters most. Sometimes it’s the sound of a matchday anthem drifting through a half-open window. Other times, it's the brush of newsprint on your fingertips as you re-read a favourite article, or the adrenaline of a story well told, whether it's about Bill Shankly's first steps at Anfield or a generation-defining political moment.
That’s what “It was always…” is about.
More than a blog, more than a channel, more than just another place to scroll and scroll and scroll. It was always… is a brand, a platform, a home. A home for stories. For sport, for politics, for history, and for everything in between. It’s a tapestry of passions, a celebration of the things that drive us to care, to believe, and to keep coming back.
We begin this journey, fittingly, with Liverpool Football Club.
Because for some of us, it was always Liverpool.
A Club, A Cause, A Starting Point
There are few institutions in the world of sport, indeed, in the wider world that mean as much to as many as Liverpool FC. Not just as a football club, but as a cultural cornerstone, a civic symbol, and a standard-bearer for something more than just trophies.
Yes, we’ll talk about Istanbul, about Rome, about Madrid. We’ll explore the glory, the grit, the heartbreak. We’ll write about the players you sang for, the ones you never quite warmed to, and the ones who defined your childhood. There will be profiles, retrospectives, tactical dissections, transfer deep-dives and whimsical tales from the terraces. Some stories will make you laugh. Some will make you weep. The best will do both.
We’ll do all this through the lens of “It was always…Liverpool” the first active strand of the wider brand. We chose Liverpool FC not just because it deserves attention, but because it demands it. And because we believe that within this club’s story lies the power to tell so many others.
Stories From the Grassroots to the Gods
Every club has its mythology. Liverpool’s, though, is living, breathing, constantly evolving. From Shankly to Klopp, from Paisley to Slot, from The AXA to Anfield and everywhere in between, there’s always been something about this football club that exists outside the limits of ordinary language.
Maybe it’s the people. Maybe it’s the place. Or maybe, just maybe, it’s the way the club has always found a way to matter beyond football.
We’ll tell these stories in full.
We’ll feature long-form essays on legendary matches, in-depth profiles on iconic figures, and reflections on those who maybe didn’t win European Cups but won your heart. We’ll examine the rise of the Kop, the echoes of Heysel, the legacy of Hillsborough, and what it means to be a Liverpool supporter in 2025 and beyond…
Some stories will be built on archive and memory. Others will be born from interviews with those who were there. As we grow, you’ll see and hear quotes and contributions from Liverpool greats of every generation. Their words will help illuminate our own, guiding each article with the insight that only lived experience can bring.
This Is Only the Beginning
Though we start with Liverpool FC, the vision for It was always… is far bigger.
In time, this platform will stretch its arms into other arenas, sport, yes, but also history, politics, and cultural conversation. Because the same passion that drives someone to wake at 3am to watch a match in Melbourne also drives them to argue about parliamentary reform in a pub, or to queue for hours to see an exhibition on the suffragettes.
This brand is for those people. For the thinkers, the feelers, the lovers of long reads and Sunday morning debates. For the ones who want context with their content, and conviction in their commentary. We’re not here to copy-paste headlines or chase virality. We’re here to build something meaningful. Something lasting.
A place where your subscription feels less like a transaction and more like a vote of confidence in something worth building.
Subscription and Support
We know the world is full of paywalls. Some make sense, some don’t. We aim to be the former.
Whilst we will offer a free subscription with limited content, for just £5 per month or £50 for the year you’ll get access to everything we produce. That means exclusive features, archive deep-dives, behind-the-scenes insights, and early access to all of our premium content.
More than that, you’ll be part of a growing community of supporters, of storytellers, of readers who care not just about the score, but the story behind it.
Your subscription won’t just help fund the work, it will shape its direction. We'll listen to your questions, your requests, your ideas. Whether it’s an obscure cult hero you’d like us to cover or a particular season you remember vividly, we want you to feel like you have a seat at the table.
What You Can Expect
Let’s be clear: this won’t be the kind of content you can find by scrolling aimlessly through your phone.
Instead, here’s what you’ll see across the coming weeks and months:
Feature articles: Think long reads with insight, context and care. Whether it's a deep dive into Michael Owen's controversial departure, the tactics behind Slot’s high line, or the 1992 FA Cup Final, our features will bring nuance to the fore.
Interviews: With ex-players, current figures, analysts, fans, and perhaps even the people behind the scenes who rarely speak but always matter.
Opinion columns: Regular takes on transfers, boardroom decisions, squad development, and more. Sometimes bold, never lazy.
Historical retrospectives: Because looking back is part of looking forward. From Shankly’s revolution to Rafa’s rotation, we’ll bring the past alive.
Fan voices: We’ll amplify perspectives from supporters all over the world, because the soul of the club lives in its people.
Podcasts & Video Content: In due course, we’ll add voices to the page. Interviews, match previews, post-game breakdowns, debates, documentaries, the possibilities are endless, and we intend to explore them all.
A Legacy Built on Anfield Index
This new project isn’t a shot in the dark. It’s built on years of credibility, insight and connection, formed through the work of the people behind Anfield Index.
For those who don’t know, Anfield Index has long been one of the leading independent Liverpool FC media platforms in the world. With thousands of podcasts, articles and video content pieces, they’ve covered the club from every possible angle - analytical, emotional, and everything in between.
With It was always…Liverpool, we’re using that experience as a launchpad. But we’re also expanding. This is a new voice, a new style, and a new rhythm. One that aims to be richer, deeper, and more reflective of the fans whose lives are so entwined with this football club.
We won’t just tell you what happened. We’ll try to explain why it mattered and why it still does.
Why “It was always…”?
The name, to some, might seem like a throwaway. But to us, it says everything.
“It was always…” is a phrase loaded with memory, loyalty, and a kind of faith that transcends logic. It’s what you say when you look back and realise you were never really undecided. That in your heart of hearts, this was the only path.
For some, it was always Liverpool.
For others, it was always Anfield on a Wednesday night, or Dalglish at the top of the box, or the number 7 shirt passed from Keegan to Kenny to Suarez. For some, it might be Shankly’s socialism or Klopp’s hugs. It might even be your dad’s scarf, your nan’s stories, or your child’s first time on the Kop.
And in time, when we turn our attention to politics, to music, to moments of protest and pride you’ll see that for many people, it was always something else too. The causes they cared about. The games they never forgot. The ideals they still cling to.
It was always… isn’t just about Liverpool.
But it’s a damn good place to start.
Join Us
So this is your invitation.
If you believe in stories. If you believe in sport as something more than spectacle. If you think politics deserves better than soundbites, and that history should be remembered properly then this is for you.
Subscribe, and you’ll get access to the kind of content that respects your intelligence and rewards your curiosity. Not filler. Not clickbait. Not regurgitation. Just honest, passionate, well-crafted work from people who care as much as you do.
And we promise…this is just the beginning.
Subscribe today for £5 per month or £50 per year, and help us build something worth believing in.
Because it was always about more than the game.
Because it was always Liverpool.
Because it was always you.