Finance guru: Liverpool to make ‘big’ announcement after £1.1bn reveal
Liverpool can capitalise on their soaring brand value to reap “big” rewards in the commercial department.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the FA Cup and League Cup champions’ status as a commercial juggernaut.
Liverpool fell short in the Champions League and Premier League but have emerged from 2021-22 with an enhanced reputation as one of Europe’s top clubs.
Analysis from Brand Directory, as relayed by the Liverpool Echo last Friday (27 May), shows that their brand value has risen by 31 per cent to £1.1billion in the last 12 months.
In an interview with same outlet last Tuesday (24 May), Liverpool CEO Billy Hogan stressed the correlation between sporting and commercial performance.
And Plumley expects that they will announce improved commercial revenues for 2021-22 on the back of their trophy-laden campaign.
“It can drive up commercial income,” he told Football Insider’s Adam Williams.
“It goes back to brand. Success on the pitch boosts the brand value, which in turn can drive up the commercial income. It’s impossible to say how much, but there is a direct link between the two.
“Winning trophies helps. They are firmly in the bracket of the top clubs in the world at the moment. Even the two titles that didn’t go their way, they were as close as you can get.
“All things considered, they are in a good place to capitalise in a big way.”
The Merseysiders’ commercial income for Covid-hit 2020-21 totalled £217.6million.
Their figures for 2021-22 are not due for release until 28 February next year.
In other news, ex-Premier League referee issues verdict on possible Liverpool penalty as controversial Mohamed Salah footage analysed.