"At the time, we were playing in the goldfish bowl of Liverpool," said Fairclough. "You weren't really aware of the fame of the club. We were one of the most dominant teams around, but still just an English first division club."
That's not the case now. Liverpool haven't been league champions since the 1990-91 season, but the club remain incredibly popular.
This year alone Fairclough has been to Singapore, Hong Kong, Greenland, Russia and Dubai on ambassadorial duties and in the past has visited South Africa, Canada and the US, as well as countries in Europe and Asia.
One trip stands out; to the northern tip of Norway, close to the Barents Sea and the Arctic Circle, to address a supporters function.
"They have been fanatical about Liverpool in Norway since the 1960s," he said.
"They have the biggest supporters club in the world."
In Thailand and Malaysia he saw fans with scrapbooks going back decades, listing all of the major achievements. "It never ceases to surprise me how you were impacting on people's lives," said Fairclough. "I'm always happy to talk about it."
Fairclough made 153 Liverpool appearances (55 goals) between 1975 and 1983. In 61 of those games he came off the bench, although at the time he disliked the 'Supersub' moniker.
"You wanted to be playing and I always felt that people didn't see the best of me," said Fairclough.
In those days, only one replacement was allowed and managers were often reluctant to use them too early, as a subsequent injury would leave the team with 10 men.
"It was like having a spare wheel," says Fairclough. "You don't appreciate it unless you need it."
But Fairclough became a folk hero, and his goal against St Etienne in the quarter-finals of the 1976-77 European Cup inspired one of the most legendary nights in Anfield history, perhaps equalled only by the 2005 victory over Chelsea.
Liverpool trailed the French champions, who were European Cup finalists the year before, on away goals when Fairclough was sent on with less than 20 minutes to play.
"You could feel the energy from the stands," says Fairclough. "They had great faith in me that I could make a difference."
In the 74th minute, the local product latched on to a long ball, controlled it well on the muddy surface and finished coolly past the goalkeeper. Cue a stadium roar that was heard three miles away.
"They've known some great nights under that Kop," said BBC commentator Gerald Sinsedt at the time. "But perhaps nothing ever like this."
Liverpool went on to lift their first European Cup - beating Borussia Monchengladbach in the final in Rome - and Fairclough's feat has never been forgotten.
"Every day of my life since then someone has mentioned St Etienne," said Fairclough.
"Everyone has a story. From people who claimed they were there, to those lying in bed with the transistor radio under the covers. You dream of being involved in such a big moment and it does change your life."
Fairclough, who visited his sister in Auckland and spoke at functions arranged by the local supporters' club, remains as popular as ever.
He said their was optimism at the club under new manager Jurgen Klopp.
"For a period, the club began to see beyond the forest," said Fairclough. "Liverpool had always produced players but young kids from this area were being overlooked as they felt they had to get this kid from Germany, or that one from South America or Eastern Europe. The club forgot their base - you always need local players in the team to look up to."
