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Rafa Benitez’s exit, a string of underwhelming seasons and a growing sense that the club’s proud identity was slipping away.

By 2010, the threat of administration loomed terrifyingly close, and Liverpool had lost its soul.

Amid the gloom, salvation finally arrived.

In October 2010, Fenway Sports Group (FSG) completed a takeover which rescued the Reds from the brink and the contrast was immediate.

Gone were reckless gambles, replaced by a long-term vision of rebuilding and stabilising the club.

This moment marked the true start of Liverpool’s modern resurgence that has been able to deliver silverware that matched the ambitions.

The Reds have most recently won their second Premier League title to add to their coveted list of one UEFA Champions League, one UEFA Super Cup, Club World Cup, an FA Cup and two League Cups, but alongside their on-pitch success, the club’s valuation has skyrocketed.

We will be taking a closer look into how a self-sustainable business model have turned Liverpool into one of the most valuable football institutions in the world.

A STRATEGIC APPROACH

Fenway Sports Group’s (FSG) approach to ownership at Anfield has been defined by patience, precision and a long-term vision.

Rather than chasing quick fixes, they have prioritised sustainable growth investing in infrastructure, such as the redevelopment of Anfield and the new AXA Training Centre, while building a modern football structure around data and analytics.

Their commitment to smart recruitment, guided by sporting directors and a clear philosophy has helped Liverpool punch above its financial weight.

Off the field, FSG have expanded the club’s global footprint through savvy commercial deals and have also managed to maintain financial discipline, balancing ambition with sustainability.

The complete opposite trajectory of the reckless spending under the previous ownership that threatened the club’s future.

GLOBAL EXPANSION

Liverpool’s global reach has grown exponentially under FSG, transforming the club into one of the most recognisable sports brands worldwide.

Pre-season tours across Asia, United States and Australia deepened ties with international fanbase, bringing supporters closer than ever.

The 2024-25 pre-season tour of the United States which featured high-profile clashes with fellow Premier League rivals, Arsenal and Manchester United drew record-breaking crowds and media coverage, underlining Liverpool’s growing foothold in the lucrative North American market.

Beyond tours, Liverpool have launched seven new retail stores across Asia and introduced the LFC Store App, making it easier for international supporters to connect with and buy into.

The Reds have capitalised on their history and success to build a worldwide identity that resonates far beyond Anfield.

FUELING FINANCIAL GROWTH

Liverpool’s commercial success is bolstered by strategic partnerships.

The clu’s new five-year kit deal with Adidas, commencing next season (2025-26), is valued at over £60million annually, which is a significant increase from the current Nike offering, whom have supplied the kits since 2020.

This new partnership strengthens Liverpool’s position as one of the most marketable football clubs in world football.

In addition to Adidas, Standard Chartered has been the front-of-shirt sponsor since 2010, worth around £40million annually and a renewed deal with AXA to become the Reds’ official training kit sponsor stands at more than £20million per year.

Other partnerships include agreements with multiple global brands such as Expedia, UPS, Google and Peleton, have funded close to £30million as a combined total each year.

These all have generated hundreds of millions in revenue for Liverpool, solidifying their position as one of the most commercially successful football brands.

PLAYER SALESGetty Images.

FSG’s model of buy smart, sell well, has delivered major financial windfalls.

Key player sales like Philippe Coutinho’s £142million move to Barcelona in 2018, not only brought in record fees but were strategically reinvested directly into the signings of Alisson Becker of AS Roma and Virgil van Dijk from Southampton.

Subsequently, becoming a transfer saga that transformed the club’s future.

Other high-profile departures such as Fernando Torres (£50million), Raheem Sterling (£49million), Sadio Mane (£35million) and Luis Suarez (£75million), followed a similar pattern that helped Liverpool maintain financial help whilst refreshing the playing squad.

On the other hand in terms of incomings, there have been some that have significantly contributed to the club’s upward trajectory.

Mohamed Salah’s £37million signing from AS Roma proved to be a masterstroke, the Egyptian now in his eighth season with the Reds and is one of the most prolific forwards in world football.

His performance have not only saw Liverpool succeed with success on the pitch, but an increase globally occurred, particularly in the Middle East where Salah is adored.

These transfers have not only elevated the Reds’ competitive standing but also significantly boosted marketability.

MATCHDAY REVENUE

Liverpool’s revenue from a matchday has become a crucial pillar under FSG.

The expansion of Anfield, particularly the completion of the Anfield Road stand in 2023, increased the stadium’s capacity to over 60,000.

This resulted in the opportunity to generate more from ticket sales, hospitality and corporate boxes, pushing the overall revenue to over £100million annually, that has reinforced the club’s sustainability model.

Liverpool FC.

The consistent demand for tickets has also fueled the income stream.

Anfield has become a stadium that plays host to not only football matches but events and concerts such as Taylor Swift, Dua Lipa and Lana Del Rey which diversifies its revenue potential.

Taylor Swift’s three-sold out shows at Anfield as part of ‘The Eras’ Tour in June 2024 attracted approximately 250,o00 fans, injecting an estimated £31.3million into the economy.

Dua Lipa is set to perform on June 24th and 25th, as part of her ‘Radical Optimism’ tour as well as Lana Del Rey but whilst these figures have not been generated yet, these inclusion of such artists are set to contribute in a positive way.

These events held at Anfield have reinforced Liverpool’s status as a financial powerhouse in modern football.

FROM 2010 TO NOWThe Investment League.

Liverpool’s financial growth since the incoming of Fenway Sports Group is evident in the club’s rise.

From approximately £180million in 2010, the club’s revenue reached £614million last season.

Despite a reported loss before tax of £57million due to decreased amounts from UEFA Europa League participation in 2023-24, the club’s financial position remains robust and positions the club for continued success both on and off the pitch.

According to Forbes, the club’s current valuation now stands at close to £4.5million.

After securing their twentieth league title just last week, Liverpool can hope to continue to reach new heights under Fenway Sports Group.

(FSG)

The anticipated summer transfer window presents an opportunity to reinforce key areas, ensuring the team remain formidable both domestically, and in Europe.

Reports indicate that Arne Slot is set to receive one of the club’s largest-ever transfer budgets, signalling FSG’s committment to sustained success for Liverpool.

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