Liverpool want to stay in the elite of European football. Winning the Premier League and the Champions League in the last two seasons is not enough: they want more. They want to continue expanding their brand. And for this they are going to replicate success stories that have been carried out at Real Madrid and Barcelona: “If you go to Anfield on a day when there is no game there are very few people and they want to change that,” explains Kieran Maguire, andEconomic expert who has assessed the situation of the ‘reds’.
That is why Fenway Sports Group, the owners of Liverpool, want to try new practices. This is how Maguire explains it: “Compared to Real Madrid and Barcelona, Liverpool are in a strong position right now. You have to give credit to the technical team and the management because they have made the right decisions on and off the field. In the latest Deloitte report, Liverpool are leading the way when it comes to considering their fans and looking for new ways to connect with them. Once you connect, you can offer things that generate more benefits. The Premier League television contract is the most lucrative in the world, but both Real Madrid and Barcelona generate much more money from their box offices with each game. Also, they connect seven days a week because they have visits to the stadium and museums, and they have invested a lot of money historically. Liverpool want to improve that. “
The FSG’s idea is to make Anfield a destination, not just a football stadium where you go once a week. That is why they have made several decisions, such as allowing concerts or improving the experience on match days, as well as a new main stand. In addition, they also include pre-game entertainment with marching bands and the official club store is much larger. Outside of Anfield, FSG has also invested in Liverpool because a few months ago the new sports city in Kirkby was opened which cost 55 million euros.
