Top source reveals the real story behind Liverpool's ‘hijack’ of Arsenal deal
That is according to former Everton chief executive Keith Wyness, speaking exclusively to Football Insider, believes that the Reds were simply testing the relevant markets before making a decision.
Liverpool are set to be without a front-of-shirt sponsor for the 2027-28 campaign, with Standard Chartered choosing not to renew their deal during a period of exclusivity.
Reports have suggested that the Merseyside club explored the possibility of Emirates becoming their new main sponsor.
Their deal with Arsenal was set to expire in 2028. However, it has since been extended until 2033.
However, despite this failure, Wyness believes that the situation has worked out for all parties.
Liverpool had little chance sealing Emirates sponsorship deal
Everton’s former chief Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – finds it hard to believe that the Emirates would have switched from Arsenal to Liverpool after all their years of sponsoring the club.
Their partnership began in 2006, with the company also sponsoring the Gunners’ home stadium.
Speaking on the latest edition of Football Insider’s Inside Track podcast, Wyness explained why there was little chance of Liverpool sealing a sponsorship agreement with Emirates.
He said: “Hijacks are a pretty strong word, but I think they certainly tested the market, rather than trying to hijack it, because I really don't think there'll be much chance of Emirates switching to Liverpool after 20 years at Arsenal.
“When you have that sort of bond, I've talked before about, at one time I had the longest sponsorship with Chiang from Thailand at Everton. You get to know your sponsor well. You really get to have trust between both parties. You really start to understand their own business and what they are trying to achieve and how you can go the extra mile to help them.
“That really is what's important in a sponsorship that lasts as long as Emirates has. Also for Emirates, I think there would have been brand damage for them to actually jump away from Arsenal to Liverpool, and so I don't think it was ever going to happen.
“What it did do, though, for Liverpool, it gave them a chance to sort of get to know the pricing and test the market a little bit. So I think they got some knowledge and experience from that.
“In a funny way, it helped Arsenal because I think they could turn around to Emirates and say, look, you've got somebody else chasing you, but it's what's going to cost you long term compared to us because we know you, and I think it gave them that sort of extra impetus to get it done.
“It was just a case of two big clubs just sort of at least having a look at each other and trying to do more competitive analysis and find some more market intelligence.
“I don't think there was ever a chance of Emirates actually leaving. It's been one of the most successful sponsorships in the Premier League, and long may it continue. I think it works for both parties.”
Could Amazon sponsor Liverpool?
Wyness has exclusively told Football Insider that the chances of Amazon being Liverpool’s main shirt sponsor are slim.
Amazon have been tipped to potentially take up the mantle after a Jeff Bezos-backed consortium invested in the club.
However, Wyness does not believe that this would line up with the Reds’ branding goals.
He also outlined that it would have to fall in line with the Premier League's rulings surrounding related party transactions.