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Liverpool poised to make £700m announcement, FSG set for ‘magnificent’ bonus payout

Adam Williams

Fri 25 April 2025 19:00, UK

T-minus 48 hours until Liverpool could be crowned English champions for a 20th time in their history and for a second time under the ownership of FSG.

In claiming their second title in the Premier League era, Liverpool will draw level with arch-rivals Manchester United both in league titles and total number of trophies won.

That history brings with it a cache with sponsors, broadcasters and consumers – or ‘fans’, in old money – that few teams in world football can match.

Cash will be the last thing on anyone’s mind during their would-be Premier League coronation against Tottenham on Sunday, perhaps with the exception of Fenway Sports Group (FSG).

We don’t know if John Henry or any other members of FSG’s top brass will be at Anfield at the weekend but the whole team in Boston will be seeing dollar signs through their TV sets.

The owners are a sometimes divisive topic among Liverpool fans, despite Liverpool being England’s second-most successful club in an era dominated by a generational Manchester City side.

Some have bemoaned their conservative approach in the transfer market and the fact that, apart from investing in the redevelopment of Anfield, they have put almost no cash into the club in 15 years.

That is a mark of the arms race in football finance catalysed by Roman Abramovich and Sheikh Mansour in the mid-2000s, which has left fans desperate for clubs to spend far more than they earn to compete.

We’ll let you make up your own mind about what that means for the health of the game’s ecosystem.

What is far less ambiguous is FSG’s naked plans to line their own pockets with two failed breakaway attempts – Project Big Picture in 2020 and the European Super League a year later.

We don’t need to relitigate either episode, but Henry, alongside Tom Werner and Mike Gordon were absolutely central to both.

That has left third-degree burns for bedrock fans that won’t be soothed by a Premier League title.

Profits, not glory, have always been the A1 objective for FSG on Merseyside, just as is the case with their investment in the Boston Red Sox, Pittsburgh Penguin, RFK Racing, Boston Common Golf and more.

They don’t take money out of the club, but they want to one day sell it for a huge markup, which means they need to generate surpluses to prove out the business model.

Sometimes that aim aligns with what the fanbase wants, sometimes not. But silverware is always going to help the top and bottom line, as Sunday may well prove.

• READ MORE: Ian Wright says he’s excited after seeing ‘magnificent news’ coming out of Liverpool

Liverpool’s Premier League prize money, plus more windfalls to come

The difference between finishing 1st and 2nd in the Premier League in terms of prize money is negligible.

However, the prestige that a title brings yields other benefits, as University of Liverpool football finance lecturer and industry insider Kieran Maguire explains.

“The money from the Premier League will be around about £165m,” said the Price of Football author, speaking exclusively to TBR Football.

“They got to the Champions League as opposed to the Europa League in 2023-24. Adding all that together, matchday income is going to increase from £100m.

“Broadcast income is more likely to be in the £250m range. With commercial income, there will be bonuses from sponsors for winning the Premier League.

“So, £700m is a stretch target but is achievable. That would be a magnificent achievement.

“In 2017 revenue was £364m. To have almost double revenue in a mature market in less than a decade is testament to the fact that Liverpool really have got their act together commercially, which has been the biggest driver.

“The expansion of the stadium and increased popularity with broadcasters has driven through the other revenue streams.“

We’ll have to wait around a year until we see Liverpool’s financial results for 2024-25, but they earned £614m in revenue in 2023-24.

From the new Champions League format, they have earned around £95m all told, which is significantly more than last season in the Europa League.

Matchday income will also have seen a sizable boost, while commercial revenue is rising every season.

• READ MORE: Liverpool could use Caoimhin Kelleher in swap deal to sign £50m star for Arne Slot

Next up for FSG, a Manchester City-style multi-club network

Since buying the club in 2010, Liverpool have remained FSG’s only direct football investment.

Many of their investors, on the other hand, now have multiple ownership interests in the game.

Arctos, for example, who own about five per cent of FSG, also own significant stakes in Paris Saint-Germain and Atalanta.

RedBird meanwhile, who are on of Liverpool’s biggest shareholders after John Henry, own French side Toulouse and Serie A’s AC Milan.

RedBird, however, are reportedly considering selling their stakes in football clubs, which would mean Milan and Toulouse are on the market.

As it happens, FSG are in the market for a new football club to accompany Liverpool in a Manchester City or Red Bull-style multi-club network.

Previously, they have looked at Bordeaux and the French league system is a popular target market for multi-club organisations because of its infrastructure, talent pool, and benefits under recruitment regulations.

Could Toulouse be the next FSG-owned club?