Kieran Maguire: Liverpool set to land 'huge' windfall after confirmed news
Man United and Liverpool stand to benefit financially from UEFA’s decision to launch an open tender for Champions League marketing, according to Kieran Maguire.
The football finance expert, speaking exclusively to Football Insider, claimed the Red Devils have “one of the best” commercial departments in world football.
As reported by The Athletic‘s Matt Slater (13th October), UEFA will have an open tender for the marketing of its competitions between 2024 and 2027.
It will give Europe’s richest clubs a bigger say on how the Champions League is broadcast and marketed.
The decision is expected to bring an end to UEFA’s 25-year partnership with Swiss agency TEAM Marketing.
When asked by Football Insider assistant editor Dylan Childs for his assessment of the news, Maguire said:
Subscribe to Football Insider TV now
“At present, UEFA outsource their marketing to a Swiss company. I think the American owners, the likes of Manchester United and Liverpool, feel that the current marketing partners have been behind the curve for some time now.
“Both clubs have huge numbers of fans globally. They are not really getting a good return given the amount of interest there is in their clubs.
“Manchester United’s commercial department is rightly acknowledged as being one of the best in the business.
“If they [Manchester United] had more direct input into what UEFA was doing on the marketing side it would benefit the club financially.”