Kieran Maguire: FSG ‘masterplan’ starting to pay off as Liverpool smash US record
FSG’s decision to target the US market with Liverpool is starting to pay off after they broke the record for viewing figures against Arsenal.
That is the opinion of finance expert Kieran Maguire, who spoke exclusively to Football Insider about the impact of Liverpool’s Nike deal along with celebrity endorsements.
As revealed by the Premier League on Thursday (28 December) the 1-1 draw between Liverpool and Arsenal broke the record as the most-viewed match.
Almost 2.3million viewers tuned in to the Premier League clash across NBC’s platforms, breaking the record previously set by Arsenal vs Man United earlier this season.
Both Liverpool and Arsenal share links to the US through their ownership and commercial deals, with the Reds signing a multi-year deal with Nike as their kit manufacturer which earns them a large commission percentage on all merchandise sold.
Maguire believes the Premier League has now become the Super League of world football due to its popularity around the globe.
“I think it vindicates the masterplan put in place by FSG to take a lower fee from Nike and go down the higher commission route by pairing Liverpool Football Club with celebrity endorsement,” Maguire told Football Insider’s Sean Fisher.
“And on the back of that, increasing awareness, merchandise opportunities and so on.
“It was a match between two leading clubs, both of whom are playing excellent football, who have brought artistry to the game.
“So you can understand why it was therefore so popular.
“The Premier League itself will be absolutely delighted because they’ve recently signed an expanded deal with US broadcasters, who will also be happy.
“It’s a sign of the fact that the Premier League is the Super League as far as world football is concerned.“
In other news, Big update on ex-Liverpool star Roberto Firmino and potential Premier League return