By Kieran Maguire

6th Aug, 2022 | 8:03am

Kieran Maguire: Liverpool to cash in from Chinese deal after £523m U-turn

Liverpool will be pleased that the Premier League has reversed its decision to pull out of the Chinese broadcast market.

That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the top flight’s new TV deal with Chinese media giants CCTV.

As relayed by Sports Pro on Tuesday (2 August), the deal has been finalised and coverage of the Premier League in China will resume on the opening weekend of 2022-23.

The competition has not been broadcast in the region since the Premier League cancelled the previous £523million deal because of unpaid fees.

China has cooled its investment in football outside its borders in recent years but analysts suggest this new deal could indicate a renewed interest.

Maguire claims that the Premier League is simply too significant a product for China to turn down.

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“I think this indicates the strength of the Premier League’s brand and global appeal,” he told Football Insider’s Adam Williams.

“The Chinese government is cautious with regards to their partners. But the Premier League is seen as so significant in the world of sport that the Chinese broadcasters want those rights and there is no objection from the government.

“If you speak to people in broadcasting, they say that the previous deal was fantastic for the Premier League and that China possibly overpaid for it.

“There was some suggestion that they used Covid as an excuse to back out of it. This time, it’s likely that the deal will be on more manageable terms.”

Liverpool generated £266m in media income in 2020-21, the last financial year on record.

They begin their 2022-23 campaign against Fulham on Saturday (6 August).

In other news, Liverpool have agreed £40m Diogo Jota deal in “huge” twist.