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News
Liverpool set to splash more than £30m after development confirmed in Dubai
Liverpool are one of the very biggest names in sport and are now set to plant another flag in the Middle East.
Supporters justifiably object to the term but Liverpool’s ‘brand’ is one of only a handful in world football that can truly claim to have global reach.
Historically, Liverpool have focused their commercial firepower on markets such as southeast Asia, where they are most followed Premier League club.
In the last 10 years, they have increasingly cast their net wider, with the United States now arguably their biggest single overseas market.
The strategy has paid dividends – Liverpool‘s annual commercial income has risen every year over the last decade and, at the last count, stood at £272m.
Over the summer, Ben Latty was named Liverpool’s new chief commercial officer and the club has since announced new partnerships with Malaysia Airlines, STRAUSS and Lucozade.
And the latest news on the commercial front shows Liverpool are broadening their horizons as they look to smash the £300m barrier in 2024-25.
- READ MORE LIVERPOOL NEWS: Liverpool chiefs get green light for six deals amid £379m news from America
Liverpool open new academy; spending to soar past £30m
Liverpool’s academy has produced some of the best young players in English football, both historically and in the present day.
As well as the training centre at Kirby, Liverpool also have 47 international centres where they train thousands of young players to ‘play the Liverpool way’, according to their marketing bumph.
While these are generally not the elite level centres from which the next generation of Liverpool first-teamers will be raised, they are emblematic of the club’s global appeal.
Liverpool have now that they will open a new international academy in Dubai, where they will train youngsters up to the age 16, as well as laying on a coaching education scheme.
The development in the United Arab Emirates is Liverpool’s second outpost in the Middle East following their opening of a centre in Saudi Arabia.
Analysis by the world-renowned football finance writer has projected that Liverpool have spent £30m on youth development in the last Profit and Sustainability Rules (PSR) assessment window.
That expenditure is PSR-deductible,.
The international academy programme is fundamentally a commercial venture, but it does feed into Liverpool’s primary youth investment too.
And their total investment in youth will therefore surpass the £30m mark again for the current window.
Liverpool’s global focus
Liverpool owners FSG are among the most respected operators in football when it comes to the commercial side of the sport.
Arne Slot’s side visited America in pre-season ahead of 2024-25 and Liverpool will likely have earned an eight-figure sum after costs from that tour.
Previously, they have toured southeast Asia and Australia.
In recent years, global brand exposure has been particularly significant to Liverpool because of the structure of their kit deal with Nike.
The partnership sees Liverpool received a lower base fee in exchange for a greater percentage cut of units sold.
Although Liverpool will swap Nike for Adidas from next season in what is likely to be a more traditionally structured deal, the same principles of global brand exposure apply.