By Dr Dan Plumley

14th Jan, 2022 | 12:00pm

Finance guru: Liverpool have 'huge headstart' as lucrative 'untapped market' targeted

Liverpool have a “headstart” over their Premier League rivals when it comes to generating revenue from the “untapped” African market.

So says finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the doors that Liverpool’s African superstars could open.

Mohamed Salah, Sadio Mane and Naby Keita are all away at the Africa Cup of Nations in Cameroon with Egypt, Senegal and Guniea respectively.

Attackers Salah and Mane in particular are arguably the continent’s biggest stars and generate enormous interest in Liverpool.

Salah, for example, is currently starring in a Vodafone advert in his home country, as documented by the Liverpool Echo last Sunday (9 January).

Plumley insists that Liverpool will use their African contingent to give them a leg-up in the continent’s commercial scene.

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“It makes good commercial sense,” the Sheffield Hallam University expert told Football Insider‘s Adam Williams.

“I’d be amazed if it’s not being looked at. We don’t like to talk about players as commodities or assets, but there is some value to be extracted.

“It’s an underdeveloped market in Africa. There are big, big footballing nations but untapped for Premier League clubs in commercial terms.

“The players that you have got can give you a huge headstart over other clubs in those territories.”

Liverpool trousered £217milllion in commercial income during the last recorded financial year, as per their accounts.

Egypt lost their first AFCON match 1-0 to Nigeria, while Senegal and Guinea triumphed by the same scoreline over Zimbabwe and Malawi respectively.

In other news, Liverpool “hot” on signing Jarrod Bowen and he is “keen” to join after late-night transfer mission.