Liverpool commercial director Ben Latty speaks exclusively to the ECHO's business of football reporter Dave Powell on the club's commercial performance
When their 2021/22 financial accounts, for the year ending May 2022, were published earlier this year, commercial revenues had risen by £29m to £247m, representing record figures for the club.
The UPS deal came on the back of other impactful deals that have been announced over the course of the past few months, with the likes of Google Pixel and Peloton coming on board. The value of the recent deals signed is understood to have delivered more than £35m in commercial revenue. “Clearly, monetary value is important for us and the way that we run the football club, and we’d never apologise for talking about the sustainable business model that we have got, and that we are proud of, quite frankly.
Liverpool’s recent multi-year deal with UPS will see the American firm become the club’s official logistics and shipping partner. While the monetary value to the Reds in terms of a commercial boost is vital, what the partnership could help them achieve, especially given the incentivised nature of the club’s kit deal with Nike, means that there is more to it than meets the eye.
Even by Liverpool’s standards in recent years in terms of commercial revenue growth, the last 12 months have represented something of a banner year. With two major partners committing to the long term and several new blue chip brands coming on board, adding value in a variety of ways, it has been a year of success.
“We have unrivalled reach as a football club through our owned and operated digital channels and the TV audiences that we attract. When you throw all those ingredients into the mix I can’t think of another rights holder, let alone another football club that has all of those ingredients, and we are seeing all of that come to fruition now.
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