Below is a summary of the full article. Click here for the full version or go back to LFC Live.net

Mohamed Salah took a selfie with fans after scoring vs Tottenham(Image: x/@MoSalah)

It is a picture that could come to define Liverpool’s triumphant 2024/25 Premier League season: Mohamed Salah, with a huge smile on his face, celebrating a goal in front of the club’s fans at Anfield by taking a selfie.

Salah’s selfies have been almost as frequent as his goals this season.

Commentating on Sky Sports, Gary Neville speculated that the phone belonged to a fan, providing a wholesome story.



READ MORE:Trent Alexander-Arnold breaks silence with Liverpool message after winning Premier League titleREAD MORE:Jurgen Klopp's 'extremely positive' message as he prepares for Liverpool return

Yet it didn’t take long for that illusion to crumble as the more cynical observers got to work.

On X, it has been viewed 14m times.

Article continues below

“At the beginning of the season I always take selfies with players [who score], so for this one I said 'OK, I have to think of something special because it's a picture that's going to be there forever',” Salah told BBC Sport when asked about the selfie.

But the selfie has sparked a lot of discussion among sports marketing and sponsorship experts, who have been split.

The moment was brilliantly leveraged,” another sports marketing expert, Dawid Prokopowicz, wrote in a LinkedIn post.

“It wasn’t exactly innovative but it was inspired and as partnership activations go, pretty well executed… and WOW has it had some coverage,” wrote Michael Afflick, the vice president of marketing at Fanatics, to a post bemoaning the commercialisation of football.

Mohamed Salah likes taking a selfie(Image: X/@MoSalah)

One thing is for sure: such marketing strategies are working.

It's so competitive out there, not only in sports but in marketing in general.”

Article continues below

Mirror Football contacted Liverpool to request comment on the Salah selfie but did not receive a reply.

Join our new WhatsApp community and receive your daily dose of Mirror Football content.
For more news relating to Spurs, visit our sister site Spurs Latest Live.