Exclusive: Staying Put at Anfield ‘closes potential revenue streams’ says Expert

March 5, 2013

By Steve Moorhouse

Liverpool’s decision not to move from their home ground Anfield has helped contribute to the £40.5m ($61m) losses the club announced yesterday.

Nigel Currie, Director at brandRapport believes that staying put at Anfield and closing the door on potential income has contributed largely to the figures.

The lack of sponsorship deals this has created for Liverpool is one of the considerable aspects of the financial figures and Currie compared Liverpool’s decision to stay at Anfield, with Arsenal’s choice to move to the Emirates stadium.

Speaking exclusively to iSportconnect, Currie said: “Sponsorship is undoubtedly important.  A club like Arsenal has maintained its financial stability and built a great model without being hugely successful on the pitch. Building their own stadium was important and securing a huge long term deal with Emirates which involves the stadium sponsorship.

“Liverpool are now not moving from Anfield so a number of new potential revenue streams have been closed – stadium sponsorship, lucrative new hospitality options, increased seating capacity etc.

“They do have a very good sponsorship agreement with Standard Chartered but Liverpool would like to be emulating the number and size of sponsors that say Manchester United have and without European football that will be very hard to achieve.”

Currie also added that he was not surprised by the figures. Liverpool have not played in the Champions League since 2010 and have spent big on transfers, including the £35m ($53m) the club paid to Newcastle for striker Andy Carroll.

“Because of Liverpool’s history and record in the Champions League, the club expects to be in the tournament and have spent a lot of money on expensive players with that in mind,” added Currie.

“They have paid big money for various players but their income has not matched the outgoings.  Also a number of new managers will not have helped.”

Liverpool’s Managing Director, Ian Ayre had previously played down the announcement and told the Liverpool Echo: “It’s definitely not something I believe anyone should be worried or concerned about. It is seasonal – our debt goes up and down.

“We have money to pay out and money coming in, just like any business.”