Kieran Maguire: Liverpool set for ‘huge’ financial boost as Asia plan unfolds
Liverpool will receive ‘huge benefits’ from their Malaysian retail outlet because of the terms of their Nike agreement.
That is the opinion of finance expert Kieran Maguire, who spoke exclusively to Football Insider about Liverpool’s latest retail expansion.
As revealed on their official club website, Liverpool have opened up a flagship retail store in Malaysia offering fans the chance to purchase club merchandise.
The retail site was launched in partnership with Al-Ikhsan Sports, who recently renewed their long-term partnership with the club.
Liverpool signed a multi-year deal with Nike as their kit manufacturer in 2020, with the Premier League club earning a percentage-based commission from their deal with the American corporation.
Maguire understands that Liverpool earn around 20 per cent commission from their deal and therefore physical retail outlets will provide a bigger boost to their commercial earnings than it would to other clubs.
“The advantage of Liverpool’s arrangement with Nike is that fans often enter stores intending to buy one piece of merchandise and leave with four or five,” Maguire told Football Insider.
“Given that Liverpool are supposedly on a 20 per cent commission in their Nike deal, there are huge benefits in opening physical retail stores.
“It also sends out a signal to fans in Malaysia that the club is there for them and values them highly.
“On top of that, when the club goes touring with silverware in pre-season or sends out some of their club legends, these sites give them a location to host such events.“
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