Liverpool‘s Australia tour part of global expansion to take club closer to the fans

THE news that Liverpool are coming back to Australia is no surprise. As part of the historic club’s 580m fanbase, we’re all part of the Kop now.

Heard the one about the sleep-deprived Aussie, the motorcycle rider in Thailand and milkman in Vietnam?

Liverpool Football Club has. All three are small but vital parts to the game that exists outside the game all clubs in European football are playing.

This week’s news that Liverpool are coming back to Australia — July 17 in Brisbane and July 20 in Adelaide — is no surprise given the huge success of the tour here in 2013.

Again, Liverpool’s army of Australian fans won’t have to destroy their sleep pattern to watch the shirt they worship, instead sending a cacophony of noise around Suncorp Stadium and Adelaide Oval, reminiscent of that incredible scene at the MCG.

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Liverpool’s commercial executive, Billy Hogan was in Melbourne that night and remembers it vividly.

“Seeing it in person, not only just for Liverpool fans but folks who work at the club, to see that reaction, the players loved it, and it’s an incredibly important market for us,” says Hogan.

The club has no intention of doing a Manchester City and buying an A-League club.

“At this stage we’re focused on Liverpool, the club Liverpool” adds Hogan, speaking this week from the club’s plush new London office.

They’ve opened for business in the capital to progress the commercial arm of the club and in a way it’s as important as Brendan Rodgers work 350kms away. If they don’t get it right commercially, Rodgers will be trying to land blows with one hand tied behind his back.

Liverpool players applaud the crowd after a wonderful reception at the MCG.

The words “important market” and “commercial arm” fly in the face of what a football club is traditionally about, but given three key words that define how European football is now run, only suckers are ruled by sentiment: Financial Fair Play.

It’s premise is clear — clubs can’t spend more than they earn — designed, in theory to stop financial self-mutilation. (see: Leeds United, and Portsmouth FC)

Revenue is now the central element to running a club, with money from pre-season tours, sponsorship, TV rights and gate receipts counting towards what can be spent.

Liverpool, with what Hogan estimates as 580 million fans worldwide thanks mainly to the club’s history and tradition, are in a unique position to capitalise.

“You’ve gotta go to them, as much as you can. We would like to bring the club closer to those fans, and that’s a difficult thing to do when you’re talking about 580m around the world”.

Recent figures from The Deloitte Football Study put Liverpool’s commercial revenue at $215 million p/a — nearly half of what Manchester United rake in.

In football terms, that’s an Alexis Sanchez and Angel di Maria.

Liverpool fans at the MCG made a huge noise for their visiting heroes.

So Hogan, an American who cut his teeth in the myopic world of American sports is taking what their great rival has done, and opening up their club to the world.

“It is mind-blowing when you go into these countries all around the world, and everyone knows who Liverpool is. Our focus from a partnership perspective is to bring the club closer to its fans.

“[In December] we announced a new partnership with a Vietnamese Milk Company, which is probably my favourite new deal that we’ve done.”

That’s to go with sponsorships from American doughnut companies, Thai Motorcycle Manufacturers, and a new kit deal announced this week with New Balance, whose big distribution network will see more shirts sold.

It all counts. So too, how many people flood into Anfield each home game.

“When you look at the revenues we generate as a club, our matchday percentage of our revenue is much smaller than other teams we compete with in the top of European football,“ says Hogan.

So, the famous old ground will be part construction zone for the next season-and-a-half as a new Main Stand is constructed, raising capacity to nearly 54,000.

Manchester United, with 75,000 still dwarf all-comers, but it narrows the gap by about $40 million a season. Or, in football terms, what they bought Luis Suarez for.

The spirit of the Kop will come to Adelaide and Brisbane later this year.

All of this is quite remarkable for a club that was in desperate trouble at the turn of the decade.

“If you go back four years ago, Liverpool was on the brink of administration,” says Hogan.

“It’s easy to forget that. The club was about to go bankrupt, days away. In a very short amount of time, we’ve turned the business around and I think there is a tremendous opportunity in front of us and we’re very excited about it.”

FOR AUSTRALIAN TOUR TICKET INFO CLICK HERE

Adam Peacock travelled to England has a guest of New Balance.

Originally published as Liverpool‘s Australia tour part of global expansion to take club closer to the fans