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Liverpool's commercial success

Under the ownership of US billionaire John Henry’s Fenway Sports Group, which bought the club for £300mn in 2010, Liverpool have made the most of the commercial opportunities that arise from on-pitch success. Winning has powered growth in the club’s commercial revenue, which exceeded £300mn for the first time in 2023-24, roughly half of overall revenue.

In a world where media rights growth is under pressure and ticket prices are already pushing the limits of fan patience, commercial revenue is increasingly critical to funding success. Owners also need to limit losses to comply with the financial regulations set by the Premier League and Uefa, European football’s governing body.

While Liverpool have dominated this season despite spending less in the transfer market than most rivals, their wage bill has climbed sharply in recent years — highlighting the cost of keeping their star players.  The club has just agreed contract extensions with Egyptian forward Mohamed Salah and centre back Virgil van Dijk, two of the team’s top earners.

Commercial revenue from club sponsors, including insurer AXA, phone maker Google Pixel, beer brand Carlsberg, and state-owned enterprise Visit Maldives, means the money should be there for replacements when the time comes.

More partners are coming. Next season, German brand Adidas will take over from US group Nike as kit supplier, another deal that bod Football finance analyst Kieron O’Connor, who writes the Swiss Ramble newsletter, estimates Liverpool’s revenues for the 2024-25 financial year will surpass £700mn.

But for now the focus will surely be on savouring what will be only the club’s second title since the Premier League launched 35 years ago. Presumably the club shop will be open on Monday morning.

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