Kieran Maguire: Liverpool to cash in from new deal ‘very soon’ after £428m U-turn
The Champions League may have missed out on a blockbuster cryptocurrency sponsorship package but the likes of Liverpool will feel the benefit of a new deal “very soon”.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about Crypto.com’s decision to pull out of their sponsorship arrangement with Uefa.
As relayed by the BBC on Saturday (3 August), the deal has been scrapped in response to concerns around crypto regulation.
Crypto.com were due to pay Uefa £428million over five seasons to replace Russian energy company Gazprom, whose association with the Champions League was aborted in response to the war in Ukraine.
Liverpool have one of the best coefficients in the Champions League and are therefore best placed to capitalise on any spike in sponsorship revenue.
The Merseysiders begin their European campaign away to Napoli on Wednesday (7 September).
Maguire forecasts that a new primary spsonsor deal for the competition is likely just around the corner.
“They have pulled out of the sponsorship due to concerns due to concerns over the regulation of its business in certain places in Europe,” he told Football Insider’s Adam Williams.
“They were originally going to be the replacement for Gazprom as one of the senior sponsors of the competition.
“While this will be an irritant for Uefa, the Champions League is such a competition and global sponsors will still be very keen to sign a deal.
“Teams like Liverpool, Man United, Real Madrid and Barcelona are brands in their own right, so I expect this void to be filled very soon.“
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