Finance guru: Liverpool's potential 'unlimited' as ex-Man United man arrives at Anfield
Liverpool have “unlimited” commercial potential under new Partnership Development Director Michael Higham.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the Merseysiders’ latest hire.
Sport Business reported last Friday (7 December) that Higham had left his post with sports agency Roc Nation to take the role at Anfield.
Higham, whose last club-based role was with Spanish side Sevilla, has since confirmed the news via his LinkedIn page.
The top executive has also held roles with Arsenal and Liverpool’s arch-rivals Man United in the UK.
Plumley claims that the sky is the limit for Higham as he takes charge of Liverpool’s commercial development strategy.
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“He’ll be tasked with getting the best deals,” he told Football Insider‘s Adam Williams.
“That’s the nature of the job. That’s what clubs are looking more and more to do.
“We talk as much about the appointments at board level as we do the players being signed on the pitch these days.
“He was partner services manager at Arsenal and relationships manager at Man United. He has got a great track record.
“He resigned from Sevilla to become commercial director at Roc Nation, the sports entertainment agency. He’s left them to join Liverpool.
“He comes with a good track record. During his tenure with Sevilla, they renewed their kit deal with Nike. So there is a connection there as well.
“Those commercial departments are where you can really push. It’s almost unlimited.
“There are no restrictions on it and no limit on the number of partners you can have.”
Liverpool’s primary sponsors are Nike, Expedia and Axa.
The club earned £217million in commercial income in the last recorded financial year.