Kieran Maguire: Liverpool have sealed 'sizeable' windfall as new US deal announced
Liverpool will have sealed a “sizeable” windfall from their new sponsorship deal with Cardless.
So says finance guru Kieran Maguire, speaking exclusively to Football Insider about the Merseysiders’ latest US-based commercial venture.
Liverpool announced on Thursday (7 April) that they had partnered with Cardless to produce a club-branded credit card for customers in the States.
The Reds have a huge following across the pond and also have a link through owners Fenway Sports Group, who are headquartered in Boston.
Liverpool trousered £217.6million in sponsorship and merchandising income in the 2020-21 financial year.
Maguire analysed their latest deal, which he claims will be “zero-cost” for the Anfield club.
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“It’s zero-cost to Liverpool,” he told Football Insider‘s Adam Williams.
“They will get a fee from the commercial partner, which will be reasonably sizeable but by no means huge.
“A player will go across to have their photo taken with the product and then everyone at the club will probably forget about it.
“I don’t think huge numbers of people will switch to a Liverpool credit card unless there are other benefits, so it’s up to them to make it worthwhile.
“Just having the credit card itself is I doubt going to move the dial too much.”
Liverpool are currently 2nd in the Premier League but could leapfrog Man City after their meeting at the Etihad today (10 April).
Jurgen Klopp’s side also face Benfica in the Champions League quarter-final second leg at Anfield next Wednesday (13 April).