Kieran Maguire: FSG have just struck deal with 'global superstar' as Liverpool news confirmed
Liverpool will generate good brand exposure from their latest deal with “global superstar” LeBron James.
So says finance guru Kieran Maguire, speaking exclusively to Football Insider about Fenway Sports Group’s latest business venture.
As reported by the Liverpool Echo on 16 October, FSG have bought a significant stake in James’ SpringHill Entertainment Company.
Liverpool kit manufacturers Nike and major FSG shareholders RedBird Capital have also invested in the £534million-valued business.
SpringHill will work with FSG on branding for its portfolio of sports teams, which also includes MLB outfit the Boston Red Sox.
Basketball superstar James, one of the world’s richest athletes, has a two per cent stake in Liverpool and is a minority partner in FSG.
Subscribe to Football Insider TV now
Maguire was cautious not to overstate the potential of the new deal but stressed that it can “only be good news” for Liverpool.
He told Football Insider correspondent Adam Williams: “LeBron James is a global superstar but the main focus of the deal will be on US franchise sport.
“There is increased interest in football in the US. It’s now the fourth-most popular sport in terms of viewing figures.
“The Premier League itself is still playing second fiddle to the Mexican league, however, because of the massive Hispanic population.
“So this can only be good news, but I would qualify the extent of it because the Premier League as a product has still got some way to go in the States.”