Finance guru: Liverpool in position to ‘make millions’ after sponsor ‘crisis’ averted
Liverpool can continue to “make millions” from commercial streams as the sponsorship industry appears to have held up in the pandemic.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the Merseysiders’ business operation.
The European Sponsorship Association revealed last Thursday (20 January) that market confidence is high despite concerns over the Omicron variant.
Liverpool have official 24 partners and posted a £217million commercial turnover for the 2019-20 financial year.
They are due to release their accounts for 2020-21 within the coming weeks.
And per the Liverpool Echo last Thursday (20 January), a rise in commercial revenue is expected when the club releases its 2020-21 accounts soon.
Plumley claimed the decision-makers at Anfield will be delighted that the sponsorship industry has navigated the pandemic well.
“It will be relief all-round,” the Sheffield Hallam University expert told Football Insider‘s Adam Williams.
“Football clubs only get their money in three ways, and that is matchday, broadcasting and commercial.
“What we have seen during Covid is a big hit to matchday and a TV rebate as well because of cancellations and postponements.
“If you look at that commercial pillar, it’s the only one that doesn’t look too badly hit compared to the other two.
“For clubs like Liverpool who make millions from it and are trying to make more, it’s good news that the market is strong.
“Looking wider, we have sometimes thought that football is recession-proof.
“The bigger clubs are still doing okay commercially and there is lots of room to expand that.
“It’s a sign of how good football is to keep some form of money ticking over in a crisis.”
Liverpool recently appointed a new partnerships manager in former Sevilla, Arsenal and Man United chief Matt Higham.
They are also set to embark on a merchandising tie-in with minority shareholder and basketball superstar LeBron James.
In other news, pundit suggested Liverpool title hopes “hugely boosted” after James Pearce update.