Thank you for your interest. We are running on the web
The ad-free edition is available today on the iOS mobile app!
Follow the latest news and more with our LFC newsletter
We have newsletters
Liverpool’s retail arm is on track for record revenue for the year running.
The club published its most powerful set of effects since the COVID-19 pandemic when it published its accounts for the year ending May 2022 in February, with record revenue of £594 million.
That figure includes £247 million of advertising revenue, a significant portion of which comes from the retail operations the club has around the world, from its outlets in Liverpool and Chester, to those in Thailand, Singapore and beyond, as well as its online presence.
READ MORE: Klopp on what Paul Tierney said after the match ‘shouldn’t have happened’
READ MORE: Klopp’s every word on Paul Tierney and FA’s punishment
Like all businesses owning physical retail outlets in early 2020, the influence of the coronavirus pandemic presented major challenges, with retail store closures globally and profit streams particularly reduced.
Liverpool, like many others, had to turn to its online presence to turn things around. Now that the business has been fully open for some time and there are no restrictions, the club has to recover and is preparing for another record. year.
“Like many organisations, it’s complicated for a number of reasons, but I think there were a number of positives that came out,” Mike Cox, senior vice president of sales in Liverpool, told ECHO.
“Before the pandemic, we had laid a really solid foundation in the advertising component of the club. We are back to complete trading in all our retail stores, online operations and licensing and overseas operations have come back very strongly, there is still a long way to go. “pass as tourism grows.
“We did it with everyone at the club because we have other parts of the club, whether it’s finance, legal, human resources, some of the operational stuff, so everyone has behaved very well. Our retail groups at the time were fantastic and everyone in the distribution centers took care of everything on a day-to-day basis.
“While we’ve been through that, this year we’re going to see record revenue on the back of what was record revenue last year, with equipment functionality that we saw last season, so we’re in a very strong position. “
Liverpool’s global appeal is something the club has been trying to exploit.
The club’s worldwide fan base numbers in the millions and one of the main points of preference to marry equipment supplier Nike was the American sportswear giant’s ability to market its products in markets around the world through its extensive distribution channels and its pivot to becoming a logo aimed at the direct consumer.
Now that the global is fully open for business again, the club plans to boost its strategy to open more retail outlets around the world.
“One of the things that’s very simple is the global appeal of the club,” Cox said.
“Normally, we ship to 192 countries, so we have very strong local retail activity with downtown retail outlets and enthusiasts coming and coming up for a game day, the help we have around the world really helps. Thanks to this, we have been able to arrange a number of occasions, especially as the markets have opened up with our internationals, whether in Malaysia, Thailand or Singapore, and we have the significant help of LFC Legends who travel to the markets to help on some of those occasions which ultimately help the retail business activities or partnersend that we have.
“Our commitment to enthusiasts in the overseas market has been very strong. I think we’re pretty exclusive in the sense that the club has its own social media, we have express social media platforms that we’ve created for over two million fans on Instagram. and Facebook, so that helps.
“We are preparing this program of independent stores abroad, that is, in Southeast Asia and the Middle East. Lately we have ten independent stores, adding five in Thailand, and we plan to expand them in the next 12 to 18 months. We also have over two hundred department stores in those territories, providing the club with a very strong presence, visibility and connection point for fans who otherwise would not have had the opportunity to go to Anfield.
“Based on all this, we have renewed with some of our partners, Malaysia, Singapore. We have a few more that are expected to be announced in the coming weeks.
“The club has been able to build very strong relationships with its members, so what we are doing on the retail side reflects quite a bit of the relationships that have been established with corporations such as Standard Chartered and Carlsberg. We are looking for long-term progression than short-term progression.
READ NEXT:
Luis Diaz’s adorable moment with his daughter after scoring his first goal since returning
Distraught Harry Kane makes fair admission after Liverpool beat Spurs
Jurgen Klopp’s message to Chelsea after admitting he is ‘a bit happy’ with the difficulties
Richard Keys feuds with former Liverpool player after Klopp ‘lost plot’