Kieran Maguire: Liverpool in line for £217m+ windfall amid 'superstar' verdict
Liverpool will try and squeeze as much commercial revenue as possible from the interest in their African stars over the next month.
So say finance guru Kieran Maguire, speaking exclusively to Football Insider ahead of the Africa Cup of Nations starting tomorrow (9 December).
Mohamed Salah, Sadio Mane and Naby Keita have joined up with Egypt, Senegal and Guinea respectively for the tournament in Cameroon.
Salah and Mane in particular are continent-wide superstars in both Africa and Europe.
Liverpool earned £217million from commercial streams in the last record financial year, as per their accounts released in May (2021).
Maguire expects the Merseysiders to orchestrate a “commercial campaign” during AFCON to supercharge that figure.
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“Liverpool are very good at monetising their superstars and they are always looking to achieve better results,” he told Football Insider‘s Adam Williams.
“They do that through having local social media to personalise the way that content is delviered with a slant towards the player in question.
“That will be the approach they take in this commercial campaign. They will make sure there is merchandise available also.
“I imagine they will also be trying to sell deals in terms of LFC TV and so on, although that doesn’t tend to be a big earner.
“If these players have good tournaments, there will be more football tourism from those countries when we return to normality.”
Cameroon play Burkina Faso in the tournament opener tomorrow.
Liverpool could be without their African trio for a maximum of five matches depending on their respective countries’ progress.