Kieran Maguire issues ‘incredible’ £217m Liverpool reveal after ‘critical’ arrival agreed
Liverpool have given themselves an excellent chance of boosting their commercial revenue with the appointment of Michael Higham.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the club’s new Partnership Development Director.
Sport Business reported last Friday (7 December) that Higham had left his role with sports agency Roc Nation to take the post on Merseyside.
Ex-Sevilla, Man United and Arsenal executive Higham has since confirmed the news via his LinkedIn page.
Maguire explained why Higham’s role in liaising with partners is “critical” if they are to improve on their £217million annual commercial income.
“It’s absolutely critical,” he told Football Insider‘s Adam Williams.
“The first rule of business is that it’s easier to renegotiate an existing deal than it is to find a new one.
“Good relationship management and being fair with people are imperative. If you try to screw people over, that doesn’t end well.
“In negotiations, you have got four boxes: win-win, win-lose, and lose-lose.
“If you go for win-lose, you might get an advantage over a commercial partner for three years.
“But when it comes up to renewal, they won’t sign. I always say win-lose becomes lose-lose in the long term.
“So having someone that appreciates the commercial partners and what they are trying to do is absolutely essential.
“Then you can start to build long-term relationships, which in turn helps you increase the number of relationships.
“For a club like Liverpool, which doesn’t have owners willing to invest huge amounts on the playing side, it’s critical. The need to self-finance, to an extent.
“City earned £272m commercial income, United £232m, Chelsea and Spurs just over £150m in their results published recently.
“Liverpool haven’t yet published their results but they are at £217m and have done extremely well.
“Over the course of the last decade, commercial income has increased by 140m. That’s incredible growth.”
Maguire told Football Insider last Saturday (8 January) that Africa is a key area where Liverpool can expand their commercial horizons.
Jurgen Klopp’s side are in action against Brentford tomorrow (16 January).
In other news, pundit tips Newcastle United to sign Nathaniel Phillips after Liverpool source update.