Liverpool to land huge off-field deal – expert
Everton’s former chief Keith Wyness believes Liverpool will land an increased shirt sponsorship deal as an “auction” is set to take place for next season.
Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – insisted brands will pay more to sponsor the Merseysiders due to their understanding of data and their fanbase.
Liverpool’s current deal with Nike, which is set to expire at the end of this season, is believed to be worth more than £60million a year to the club.
Sports Business reported in April the Premier League giants were ready to agree terms with Adidas from next season onwards.
The Liverpool Echo reported on 9 September the German manufacturer is likely to offer the Merseysiders a similar fee to the £75million Arsenal currently earn.
That is significantly lower than the £900million deal Adidas agreed with Manchester United for the next 10 years.
Liverpool offer sponsors greater value after data improvements
But Wyness expects any interested parties to offer Liverpool more money than their current deal with Nike ahead of next season.
He told Football Insider‘s Inside Track podcast: “These things go in cycles and depend on the market share each particular brand wants to have at the time.
“They will change targets and they will move up and down as they decide who is going to be the right one for a certain type of advertising strategy.
“It’s no more than normal to see the clubs having an auction.
“I think Liverpool will probably be able to get an increase because they have been very good in the data way, not only on the player side but in the background behind knowing more data about their fanbase.
“That’s why the brands will pay more if the clubs are particularly thorough on data and understanding the fans a lot more than they did before.
“That’s maybe what Adidas or whichever brand wants to take them will see that Liverpool offer greater value for them in that particular area.”
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