Kieran Maguire: Liverpool set for £247m boost as LeBron James plan revealed
Liverpool are using their partnership with LeBron James to become a more ‘trendy’ brand and clothing label in the United States.
That is the view of finance expert Kieran Maguire, who spoke exclusively to Football Insider about the Reds’ plans to expand further into the US.
As reported by Liverpool Business News last month (February 12), the Merseyside club have revealed plans to open new standalone retail stores in the United States selling club merchandise.
Liverpool recently unveiled their latest merchandise collection with US basketball legend and club stakeholder LeBron James called the LFC xLeBron collection, which includes a range of fashion and footwear.
The Reds reported commercial revenues of £247million in their latest financial reports, and this latest expansion into the United States will help boost the club’s overseas revenue generation.
Maguire believes Liverpool will be targeting ‘impulse buyers’ in the United States.
“Liverpool’s decision to open up more stores in the US reflects the growing presence of the club and football in the United States,” Maguire told Football Insider’s Sean Fisher.
“Also because of the partnership with the likes of LeBron James, football is moving into leisurewear as well as sportswear.
“Merchandise is therefore more susceptible to impulse buyers from consumers.
“If you want impulse buyers you have to have the goods in inventory in stores.
“This is part of a much broader strategy to make Liverpool a much more desirable and trendy brand and label for consumers.”
In other news, Luis Diaz returns to Liverpool training ahead of Man City clash