Liverpool ‘have perfect bargaining chip’ amid £60m+ FSG reveal – Exclusive
Liverpool owners Fenway Sports Group could be set for a transformative period in the next few years.
The Americans are set to back Arne Slot to retain the Premier League title after a stunning first season in English football.
While the signings of Florian Wirtz, Milos Kerkez and Jeremie Frimpong take the headlines, their work off the pitch often goes under the radar.
They could be set for a major new windfall as Kieran Maguire revealed to Liverpool News that a potential new deal with Standard Chartered could exceed Manchester United’s £60million sponsorship deal.
Liverpool have all the power in terms of new deals
The Anfield outfit have long lagged behind their arch-rivals in terms of commercial revenues but are finally catching up.
Finance expert Dan Plumley believes that the Reds genuinely could overhaul United, given their recent success.
Speaking exclusively to Liverpool News, he said: “Yes, it is possible. If you look at those kinds of deals and the two biggest ones in terms of the shirt sponsor and the kit manufacturer, that is the ballpark that those elite clubs are in.
“You can expand that out a bit to look at the similar benchmark values for Real Madrid, Barcelona, Bayern Munich, Paris Saint-Germain, those clubs that are at the very top of the European game, and you would firmly put Liverpool in that bracket.
“If you look at them eclipsing the Manchester United deal potentially or at least being top of the pile in the Premier League, that is also plausible when you look at the fact they are just off the back of the title win, the finances are in very healthy shape, the revenue line is expanding, their commercial operations all the way around the world, and continued qualification for the Champions League boosts that as well.
“When you have got that package as a club to take to your sponsors and go well now we need to talk about a revised deal, do you still want to be involved? The price has gone up, that gives you a bigger bargaining chip.
“For me, certainly possible, it would still be a really good number, don’t get me wrong, in the context of the benchmarks across European football, but it is certainly possible that Liverpool can achieve that, given what they are doing on and off the pitch.”
Liverpool can assert their dominance on the Premier League
Obviously adding to the squad on the pitch is a bonus. However, it is their commercial deals that could really elevate their spending power.
Plumley has previously estimated Liverpool’s revenues to be around the £600m mark and that could very well expand given the moves that they are making.
The moves to sign the aforementioned players should serve to increase their success and, perhaps more importantly, the amount that they can demand from sponsors.
They have already agreed a £60m agreement with German sportswear brand Adidas to manufacture their kits, which puts them in line with other top clubs.
If FSG get it right, they could set the L4 outfit up to dominate for years to come.
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