Liverpool’s chief commercial officer, Ben Latty, has revealed that plans are already being put into place to “maximize” the value of club’s Premier League title triumph.
Fenway Sports Group (FSG), the Liverpool ownership group, runs the club in a sustainable manner. That means that revenues generated go back into the team, with the idea being to put as much quality on the pitch as possible.
This summer is expected to be a busy one for the Reds. Sporting director Richard Hughes, alongside Arne Slot, has now had a full campaign to assess the Liverpool roster and decide what the priorities should be.
A left-back and a number nine would appear to be logical places to start. Darwin Nunez and Diogo Jota have performed inconsistently, while Andy Robertson’s showings have been at a lower level than at his peak.
Having spent little money so far in the Slot era, the resources should be there to make improvements to a team that is already leading the Premier League by 15 points with four games remaining. Liverpool only signed Federico Chiesa last summer.
“We’re already looking to the future and working out how we can best maximize this success [winning the Premier League] to continue our commercial growth and support further on-pitch success,” Latty told the Financial Times.
In addition to revenue from becoming Premier League champion and things like going far in the Champions League (with two extra European games this season increasing the prize money in that competition), Liverpool also has improved its operations off the field in recent years.
It will switch from Nike to Adidas this summer in terms of its kit manufacturer, but also has major deals with blue-chip companies including Google Pixel, and big brands like Carlsberg and Japan Airlines. Its revenues have steadily risen since FSG arrived, with the club in a healthy position to kick on again on and off the pitch.
The Reds are continuing to grow under FSG with the latest set of accounts showing overall revenue rose by £20M ($26M) to £614M ($795M) in 2023-24, and commercial income increased by £36M ($47M) to £308M ($399M).
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The Reds have over 200M global followers across various social media platforms and registered almost 12BN views and 1.5BN fan engagements last season. That was the most of any Premier League club.
Last month, Liverpool confirmed a deal with Visit Maldives. “We’re very excited to welcome Visit Maldives into the Liverpool FC family as our official tourist destination partner,” Latty said at the time. “Together we share a passion for creating unforgettable experiences that bring people together in meaningful ways.”
But there was a substantial backlash to that deal from LGBT+ group Kop Outs. It made its “profound anger and disappointment” clear in a visceral statement about the deal they view as a blatant contradiction to Liverpool stance on equality and inclusion.
Liverpool.com says: The Reds are heading in the right direction on and off the pitch at the moment. Doing well in both departments is very much interlinked: the more success there is on the field, the more money is available to spend on playing talent.
