Kieran Maguire: Liverpool set for 'huge' boost as blockbuster commercial deal struck
Liverpool will receive a “huge” commercial boost in the United States as a result of Fenway Sports Group’s partnership with LeBron James.
That is according to finance guru and Football Insider columnist Kieran Maguire, speaking exclusively after it was confirmed that Nike ambassador James had become formally involved with the Liverpool ownership group.
Liverpool accepted a lower base rate with kit manufacturers Nike in exchange for a higher percentage of shirt sale revenue as part of the deal signed in 2020.
But that revenue stream has not been as strong as both parties would have liked as a result of the impact of the pandemic on commerce.
Maguire claims that LeBron’s involvement with the club could give sales in the U.S market a much-needed boost.
He told Football Insider correspondent Adam Williams: “Domestically I don’t think it will make a big difference.
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“I think domestically what we have seen is that Liverpool fans have simply bought online.
“But in the States, it could make a huge difference if all the ducks are lined up in the right direction.
“If they try to sell it as streetwear rather than football wear, LeBron could be a huge ambassador.
“They’ve already got some amazing ambassadors via Nike if they want to cross-fertilise across different sports.
“You won’t necessarily walk into a Nike store in California or New York with the intention of buying a Liverpool shirt. But if you see a big poster of LeBron and he’s wearing one, it becomes more attractive.
“A lot will depend upon the post-pandemic world. Are we going to return to non-essential shops being opened across the world?”
Liverpool currently earn £30million a year from Nike as part of their multi-year agreement.
The Atheltic revealed in March that the deal does not include a penalty clause if they fail to qualify for the Champions League this season.