A new joint-venture between Uefa and the European Club Association would be “staggeringly lucrative” for Liverpool at the expense of less glamorous sides. 

That is according to finance guru and Football Insider columnist Kieran Maguire, speaking exclusively after the Financial Times revealed that Uefa and the ECA are in “advanced talks” over a deal to share media and sponsorship rights.

The negotiations coincide with reports of a Champions League revamp which critics claim is designed to cement wealth in the hands of a select few.

Under the mooted ‘Swiss system,’ teams would play 10 group stage matches rather than the current six, generating greater revenues in the process.

Maguire explains that media and sponsorship reform could be “very lucrative” for Liverpool but that there would also be “losers” within this mooted new system.

He told Football Insider correspondent Adam Williams: “There’s no doubt that the existing elite would want anything that gives them opportunities to sell their own rights, even if it’s just for a couple of matches in a Champions League season.

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“For clubs with huge followings, Barcelona, Real Madrid, Liverpool and so on, that could be staggeringly lucrative for them.

“These proposals are handing an element of power from Uefa, who currently negotiates the competition’s rights with broadcasters and central sponsors, to the individual clubs through the European Club Association. 

“It would give them the opportunity to sell their own rights and increase their own rights. But if there are winners, there are also gonna have to be losers.

“The clubs in the non-‘big five’ leagues, or even less glamorous sides in the ‘big five’, would lose out because they would be getting their share of the Uefa pool but the Uefa pool is likely to fall in value because they are handing over power to the clubs.”

On the pitch, there is a real possibility that Liverpool may not qualify for the Champions League next season.

They are currently five points outside the top-four with nine games left to play.

In other news, Georginio Wijnaldum has a verbal agreement in place with a new club ahead of a free transfer in the summer.