Kieran Maguire: Liverpool are set for big windfall after Uefa update
Liverpool can expect to earn “significant millions” on top of their £10million-a-year sponsorship deal with Expedia next season.
That is according to finance guru and Football Insider columnist Kieran Maguire, speaking exclusively after new Uefa legislation permitting the use of sleeve sponsors in the Champions League was passed on 30th June.
Liverpool replaced their previous domestic-match sleeve sponsor Western Union with Expedia in November last year.
The Liverpool Echo reported at the time that the deal with Expedia is worth £10m per season.
And Maguire claims that the added exposure of European football will boost the cash that Liverpool receive from the travel company.
“They’ll be paying significant millions,” he told Football Insider correspondent Adam Williams.
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“There will be a step-up because that will simply cover the domestic games.
“There will be a clause in the contract that, should Uefa relax the rules, will say there will be an extra X embedded into the contract because they are getting more exposure.
“Or they could allow someone else to step in. But if I was Expedia, I’d be saying ‘we want that as part of the deal’.
“I think Uefa have loosened the shackles because they are aware of the financial constraints under which some clubs are presently operating.
“I also think the clubs have put soft pressure on Uefa to say that they need money and need money now.”
Liverpool made a pre-tax loss of £46million for the financial year ending May 2020.
However, the club’s commercial revenue soared by £29m to £217m in the same period.