By Dr Dan Plumley

7th Sep, 2022 | 7:53am

Finance guru issues 'big' Liverpool claim as £86m-a-year deal aborted - 'I'll stick my neck out'

There is still a “big” pool of potential sponsors who are keen to associate themselves with the likes of Liverpool as part of a Champions League marketing deal.

That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about Crypto.com’s decision to pull out of a major Champions League sponsor deal at the eleventh hour.

The BBC reported last Saturday (3 September) that the agreement has been aborted because of concerns around cryptocurrency regulation.

The deal was due to be worth £85.6million per season over the course of its five-year lifespan.

The Champions League has been without a headline sponsor since they were forced to drop Russian energy firm Gazprom because of the war in Ukraine.

Liverpool, who begin their 2022-23 European campaign against Napoli on Wednesday (7 September), are one of the competition’s best-performing teams in recent years.

Click below for exclusive transfer news

Plumley suggests that there will be no shortage of companies ready to fill Crypto.com’s shoes.

“I think the market is quite big for new sponsors,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.

“I’ll stick my neck out and say that I don’t think Uefa need to go down the crypto route here. That might generate more money, but they have enough traction as a brand to attract a big sponsor that is not a crypto firm.

“We might see crypto enter this space in the future, but there is still a risk involved with it.

“So, for now, I think there is a market there and I don’t think Uefa will be short of non-crypto sponsors. There will be plenty who want to be associated with the Champions League.”

In other news, pundit suggests that this may be real reason Andy Robertson axed from Liverpool XI.