Kieran Maguire: Liverpool could have just sealed ‘lucrative’ deal after new announcement
It is no surprise to see Nike involved with the new Liverpool non-fungible token range given the “lucrative” potential of the partnership.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the new commercial link-up with Sotheby’s.
The deal to create a cache of collectable digital artwork using blockchain technology was announced yesterday (24 March).
As relayed by the Liverpool Echo later the same day Nike branding will also be incorporated in the collaboration.
The Merseysiders earn approximately £80million per year from their technical sponsorship deal with the sportswear giants.
And Maguire, who was keen to stress the financial risks of NFTs for consumers, claims both parties can push the envelope with the new deal.
“They are both global brands are both iconic,” he told Football Insider‘s Adam Williams.
“Liverpool and Nike will both see the financial benefits of doing something like this. Both parties can make money out of it.
“But you have to ask, if Nike, Liverpool and the NFT firm itself are making money out of this, somebody’s going to have to be losing money.
“There’s no doubt these things can be lucrative but certainly not lucrative for everyone associated with them. That is the problem.”
Liverpool’s kit sponsorship deal with Nike began at the beginning of 2020-21 and runs until 2025.
The Reds’ commercial income totalled £217.6m in 2020-21, with the club earning £487m in total revenue.
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