Finance guru salutes Liverpool after top executive who ‘knows the club inside out’ agrees deal
Ben Latty knows sponsors and stakeholders “inside out” and Liverpool will be delighted he has returned to the club.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the new chief commercial officer at Anfield.
Liverpool announced on Thursday (24 February) that Latty had ended his spell at Bristol Sport to re-join the club.
He worked for the Reds in various commercial roles for eight years before leaving just over a year ago.
Plumley hailed Liverpool for going for a tried and tested candidate who knows his way around Merseyside.
“He knows the sponsors and stakeholders inside out,” he told Football Insider‘s Adam Williams.
“If he became available, it makes sense because there wouldn’t be too much upheaval at the club. He will slot straight back into that role.
“It’s important not just to generate new partnerships but also to maintain your existing ones. That has become more clear to clubs in the past few years.
“There is a reliance from both sides. Maintaining new business has become just as pivotal as driving new business, and he’ll be aware of that.
“So it’s an easy appointment for the club and one that won’t cause any controversy.”
The Merseysiders revealed annual commercial revenues of £217m in their latest set of accounts, a £200,000 upswing on the previous 12 months.
They posted a total loss of £4.8m for the Covid-hit 2020-21 financial year.
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