Liverpool looking to copy Man United as 'classic' deal revealed - Maguire

By Kieran Maguire

13th May, 2022 | 12:12pm

Kieran Maguire: Liverpool match Man United as 'classic' new deal announced

Liverpool are following the example of Man United by dividing sponsorship opportunities in one industry into several different territories.

That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Anfield commercial department’s latest triumph.

Gambling giants Interwetten, who are most active in Germany and Austria, announced last Friday (6 Mat) that they have signed a sponsorship deal with Liverpool.

The regional partnership covers both countries and does not encroach on Liverpool’s other sponsorship deals in the betting industry in different markets.

The Merseysiders have a deal in place with 188Bet, for example, which covers the Asian market only.

United were knocked off their perch by Man City in terms of total revenue in 2020-21 but are still the top-flight’s biggest commercial earners.

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And Maguire claims that Liverpool’s new deal is a “classic” example of Liverpool following the standards set by their greatest rivals.

“This is a classic case of the sum of the parts being greater than the whole,” he told Football Insider’s Adam Williams.

“You have global partners in global industries. Expedia, for example, are involved in an industry which is truly global.

“Bookmaking on the other hand tends to be more domestic, so the approach Liverpool have gone for is logical and rational.

“Man United set the standard with this. They divided the cake into slices and sold each slice separately.”

Liverpool turned over £487m last season, of which £217m was commercial income.

They will finish at least 25 points ahead of United in the league this season and will soon contest the finals of the FA Cup and Champions League.

In other news, Liverpool plan signings blizzard as Fabio Carvalho announcement immiment.