Finance guru: Liverpool chief has just issued 'lucrative' commercial reveal - 'It's a big deal'
Liverpool will make more money from fans in the long run if they harvest their data to tailor products and experiences to suit their tastes.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about recent comments from Liverpool Senior Vice President of Digital affairs Drew Crisp.
He told Sport Business last Wednesday (4 May) that the Anfield commercial department have used first-party ownership of fan data to boost sponsorship revenue and become a “targeted marketing powerhouse”.
Sponsorship and merchandising income accounted for £217milion of the clubs’ £533m turnover in the 2020-21 campaign.
And Pumley explained how better understanding supporters’ preferences will lead to even greater commercial revenues.
“It’s a big deal nowadays,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.
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“It’s having the data of your fans and being able to use it to your advantage. The more data you have on fans, the more you can tailor products and experiences to suit them.
“It’s no surprise to see clubs want to own some of that data themselves and are working with data firms. That is where you can gain an edge.
“It’s the same premise as OTT broadcasting services. They take data and use it to personalise a customer’s experience.
“Ultimately, in the long run, you’re going to make more money from fans. That data is really powerful.”
Liverpool have recently signed a new sponsorship deal with German bookmaker Interwetten.
And this site revealed last month (22 April) that they are looking for an uplift on their current £40m-a-year front-of-shirt deal with Standard Chartered.