Liverpool 'explode past Premier League rivals' with new £60m deal
Liverpool have cemented their place as the Premier League's leading club in the commercial department thanks to their new deal with Turkish Airlines.
The Merseysiders recently announced that Turkish Airlines will take over as their new front-of-shirt sponsor starting from next season, in a deal that will see them earn £300million across the five-year agreement.
Wyness outlined that Liverpool's extensive worldwide fanbase will have been a key driver behind the lofty valuation, which will set a new record for a front-of-shirt sponsorship for a Premier League club.
The Reds have had just five front-of-shirt sponsors throughout their entire history, with their latest two partners, Standard Chartered and Carlsberg, holding the deal for a combined 35 years.
Wyness believes that the exclusivity of the sponsorship opportunity has also played perfectly into the club's hands with their latest £60m-a-year agreement.
Liverpool have created 'very sought-after' opportunity
Everton’s former chief Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes that the longevity of Liverpool's previous shirt sponsorships has helped them to create a "very sought-after" opportunity for ambitious companies.
The Scottish businessman outlined the exclusivity as an "important factor" behind the deal, something which other clubs simply do not have.
Speaking on the latest edition of Football Insider's Inside Track podcast, he explained why the Reds are arguably the Premier League's leading commercial club.
"Yeah, I think it does (establish Liverpool at the top). As you say, it's the leading one in terms of shirts. I think this is going to be £60m-a-year," he said.
"Arsenal is more, but that includes the Emirates Stadium rights as well as the front of shirts. So yes, I think that Liverpool have done very well and have led the way.
"It's a very sought-after sponsorship because it's got longevity with the other sponsors. And that's an important factor when anybody's looking at this.
"Their fan base is very big internationally throughout Asia, North America, all the key markets. So for any major sponsor, it's a very attractive one."
FSG preparing for full Liverpool sale
Former Manchester City financial advisor Stefan Borson told Football Insider last week that FSG are increasingly likely to sell Liverpool to their new investors within "the next 12 months."
The Jeff Bezos-backed consortium that recently bought a minority stake in the Anfield outfit also have the option of first refusal if FSG decide to sell the club in full within the next year.
Borson fully expects the new party to exercise their buy option, and also believes that FSG are now more ready than ever to pull away from the club.
The new deal with Turkish Airlines will add even more value to the club if they do decide to sell, allowing the Americans to boost their profit as much as possible after buying the club for just £300m back in 2010.