Liverpool to land £300m+ annual windfall – sources
Liverpool are expected to generate more than £300million in commercial revenue this season, sources have told Football Insider.
The Merseyside giants have been on the lookout for new revenue streams as they look to keep the pace with the likes of Manchester City and Manchester United.
Liverpool’s commercial revenue rose by £25million in their latest accounts for the 2022-23 season, taking their overall total to £272.5million.
But that left them still some way short of Man City’s £341.1million and Man United’s £302.9million across the same period.
Man City are, however, aided by the £80million annual contribution they receive from Abu Dhabi’s Etihad Airways as part of their stadium naming rights and kit deal.
But Liverpool do have a lucrative front-of-shirt sponsorship themselves, with their new deal with Standard Chartered, which started in the summer of 2023, believed to be worth in excess of £50million.
Although that agreement and the extension with sleeve sponsor Expedia as well as other deals have boosted their commercial revenue, sources have told Football Insider the figure will remain below the £300million mark for 2023-24.
Liverpool commercial revenue to soar after agreeing new deals
That is unlikely to be the case for much longer as Liverpool continue to offer value to company’s looking to invest in Premier League sponsorship.
The Merseysiders have announced on their website that independent data from Nielsen has revealed the club were the most-watched team across the 2023-24 campaign.
The American data company’s report showed a cumulative global audience of 471 million people watched the club during Jurgen Klopp’s last season at Anfield.
Finance expert Stefan Borson told Football Insider Liverpool’s commercial team will be looking to use that data when they hold meetings with potential new partners.
The Premier League side have agreed an extension with AXA this summer, while they have also recently signed multi-year deals with STRAUSS and Japan Airlines.
Football Insider revealed on 3 July the Japan Airlines deal will be worth up to £4million a year to the Merseysiders.
They will also benefit from a return to Champions League football under Arne Slot this season, with the new Uefa format expected to provide clubs with greater financial rewards for competing in the competition.
Sources have told Football Insider all of those factors should ensure Liverpool comfortably generate more than £300million in commercial revenue for the 2024-25 campaign.
That could go a long way towards closing the financial gap on Man United, with Erik ten Hag’s side set to compete in the Europa League this season.
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