Liverpool £35m triple deal part of wider USA plot - Kieran Maguire

By Kieran Maguire

26th Sep, 2023 | 1:05pm

Kieran Maguire: Lionel Messi cited as Liverpool hit the jackpot with new deal

Liverpool will gain popularity in America because of their sponsorship deals with US-based brands.

That is the view of finance expert Kieran Maguire, who exclusively told Football Insider that FSG views America as a valuable ‘growth market’.

The Reds signed three new sponsorship deals with American brands this summer with Google Pixel, Peloton and UPS all joining the club’s portfolio of commercial partners.

As revealed by Football Insider, the triple deal is worth an additional £35million per year to Liverpool’s commercial revenue.

The Merseyside club posted commercial revenue of £247million in their latest 2021/22 accounts, but that figure is expected to grow significantly.

Maguire stated that growing a fanbase in America will also allow Liverpool to profit from increased merchandise sales.

There’s no doubt that FSG are familiar with the US market themselves, given their investment in sport,” Maguire told Football Insider’s Sean Fisher.

They certainly view the USA as a growth market.

“The MLS has a particular position within the sporting calendar as far as the USA is concerned.

On top of that, Lionel Messi’s arrival in Miami has helped to raise the profile.

The big clubs – Liverpool, Barcelona, Bayern Munich, PSG, Manchester United and so on – they do have huge interest among American fans who are prepared to pay large amounts of money.

American fans pay well just to go and watch them play in exhibition games.

The merchandise sales and the opportunities to align with other US brands I think is indicative of a symbiotic relationship where both parties win.

In other news, Liverpool close to agreeing £70m+ off-pitch deal