Mayor Steve Rotheram has announced bold new plans to create a ‘Soft Power’ Board to harness Liverpool’s world-famous brand.
In an increasingly inward-looking world, the board will promote the city region’s ‘superpower’ values of innovation, creativity, resilience, tolerance and warmth to drive prosperity, while acting as an international force for good.
It will seek to boost foreign direct investment and strengthen trade relationships by leveraging the region’s internationally significant assets.
These include world-leading universities and research institutes, globally recognised businesses, innovation hubs such as Sci-Tech Daresbury, thriving visitor economy assets, major events expertise, and cultural institutions - including football clubs, music and heritage.
The initiative reflects the Mayor’s commitment to using the region’s unique identity, its cultural strengths and global profile to deliver economic growth.
Liverpool City Region Mayor Steve Rotheram said:
“Our region has always punched above its weight on the world stage. Whether it’s our music or sport - our culture, creativity, and character are known and loved across the globe. I also want the same global recognition for innovation, advanced computing, AI, green tech and life sciences.
“This new Soft Power Board will help us turn that global recognition into real opportunities - for investment, for jobs, and for our communities.”
The Soft Power Board will bring together leading voices from across culture, sport, media, education, and the creative industries to shape a regional soft power strategy.
It will work alongside existing bodies such as Invest Liverpool City Region, Liverpool City Region Destination Partnership and the Business and Enterprise Board to amplify the region’s international profile and maximise the region's competitive advantage.
The move aligns with national policy, following the UK Government’s launch of a UK Soft Power Council earlier this year, which brings together leaders from business, sport, academia, and culture to shape the UK’s global engagement strategy.
The Liverpool City Region has begun discussions to ensure alignment and engagement with the national council, and the regional board will mirror similar themes — including sport, education, creative industries and science.
Mayor Rotheram added:
“At a time when much of the world feels inward-looking, the Liverpool City Region has its arms wide open. We’re forging strong partnerships with cities and regions across the USA, Germany, China, South Korea, Ireland and Indonesia — and this board will help us go even further.”
Alongside its world-famous international identity, the Liverpool City Region is home to world-class science and innovation institutions, a growing tech and digital economy, and major investment-ready regeneration schemes – offering international partners both values and value.
It is also home to the Liverpool School of Tropical Medicine whose research helps saves millions of lives across the world.
The new board will help to:
- Boost international perceptions of the region
- Leverage global cultural and sporting events
- Build partnerships that benefit both the region and the UK’s wider soft power agenda
Membership of the board is currently under discussion, with a focus on ensuring representation from across the region’s diverse and dynamic sectors.
The initiative forms part of the Combined Authority’s wider Plan for Prosperity, which sets out a blueprint for inclusive economic growth, and builds on the powers secured through the region’s devolution deal.
Image credit: Liverpool City region Combined Authority
