Liverpool presently leads the Premier League, and they have outperformed all of their competitors in one critical off-field category.
UEFA has released a thorough analysis titled ‘The European Club Finance and Investment Landscape’, which examines a variety of financial performance metrics throughout the continent, including shirt sales revenue.
In terms of kit and merchandising revenue, the Reds were seventh in Europe in 2023, earning €132 million (£113 million) from that source last year – more than any other side in England, surpassing Manchester United by €2 million (£1.7 million).
According to the paper, the data ‘give probably as excellent a measure of club popularity as any’, providing a strong estimate of the discrepancy between Liverpool fans are devoted.
Liverpool FC logo loading official content.
Since 2020, Liverpool FC has benefited from a lucrative agreement with Nike, with estimates last autumn indicating that an extension of the present deal might net the club up to £70 million per year.
In addition to being one of the most popular teams in the world, Liverpool’s on-field success under Jurgen Klopp will have contributed to income growth through kit sales.
FSG lacks the financial resources of Manchester City or Newcastle, for example, thus every consistent source of money must be maximised in order to compete for the sport’s top prizes.
The enlargement of the Anfield Road Stand will help to improve matchday revenue in the form of ticket sales and auxiliary income such as food and drink stalls, which is a positive development in addition to the kit and merchandising revenue performance.
Ultimately, what fans want to see is a team on the pitch giving their all and hopefully winning major trophies in the process, but in contemporary football, earnings from off-field sources such as shirt sales are critical to feeding into that and bolstering the club‘s budget.
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