Kieran Maguire expects Liverpool to strike gold after ‘huge’ new deal confirmed
Liverpool could generate “big profits” from their merchandise collaboration with basketball superstar LeBron James.
So says finance guru Kieran Maguire, speaking exclusively to Football Insider about the upcoming commercial tie-in on Merseyside.
As per Liverpool.com on Wednesday (1 December), chairman Tom Werner revealed: “Nike is creating 7 or 8 products that connect LeBron with soccer.”
James, who Forbes ranks as the fifth best-paid athlete in the world for 2021, has a two per cent stake in Liverpool and strong ties to owners FSG.
Liverpool accepted a lower base rate when they signed with technical partner Nike in 2019 in exchange for a higher percentage on units sold.
Paris Saint-Germain have enjoyed phenomenal success with their crossover merchandise sponsored by fellow basketball luminary Michael Jordan.
And Maguire predicts that Liverpool’s joint venture with James could be similarly lucrative.
He told Football Insider correspondent Adam Williams: “Because they are on a much higher commission, this will benefit all parties.
“The collaboration moves Liverpool from appealing to a football base to a huge leisurewear market.
“As any marketeer will tell you, if you broaden your base, you’ll increase sales. Making it streetwear as opposed to football wear can only be beneficial.
“Michael Jordan has made a lot of money from the PSG link, as have Nike and Paris Saint-Germain.
“This Liverpool deal has the potential to drive big profits also. It’s a win-win deal for all parties.”
Liverpool, who currently sit 3rd in the Premier League, pocketed £217million in commercial income over the last financial year.
Those figures are regarded as impressive within the industry given the notable handicap of the pandemic.
In other news, pundit tips Adama Traore to dazzle at Liverpool in 2022 after “100 per cent” update.