Kieran Maguire: World's biggest superstars central to 'exciting' Liverpool new plan
Liverpool are using Nike’s roster of the world’s biggest sporting stars to help boost their profile in the United States.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Merseysiders’ commercial growth strategy across the pond.
As quoted by the Liverpool Echo last Thursday (9 June), Scott Rosner, Professor of Sports Management at Colombia University, claimed Liverpool now have “significant brand recognition among US soccer fans.”
The Reds have natural links to America through their Boston-based owners Fenway Sports Group, while all-time basketball great and Nike ambassador LeBron James also holds a two per cent stake.
Maguire listed star power among the reasons for Liverpool’s “exciting” Stateside success.
“Americans like winners and Liverpool are winners,” he told Football Insider.
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“Jurgen Klopp is a brand in his own right. He is personable, intelligent, witty and charismatic. Those all go down well.
“There is also the Ted Lasso factor. And there’s an element of FSG taking advantage of the Nike tie-up. They are using some of Nike’s premier stars to form associations with the club.
“There is no one single factor but all of these things are contributing to an upswing in excitement and interest.
“If we look at some of the American franchise sports, they are wavering a bit. But the Premier League is still an attractive product.
“You can go to a bar in New York and watch football on a Saturday and Sunday. It’s quite a social thing to do. Liverpool are the right club at the right time with the right product.”