Liverpool FC's 'global' brand could prove to be a mirage
IT HAS become the latest meaningless accolade that football clubs, their owners and fans, have become obsessed with laying claim to.
Liverpool's new owner, John 'Dubya' Henry II, has already done it when he described his acquisition as "a global football club". Indeed everyone who offers an opinion on Liverpool these days says the same thing, and then goes on to make very general comments on the vast potential for growing the club's revenues "globally".
What does this mean? Is it really the case that Liverpool is a "global" club in any meaningful commercial sense?
Having people who describe themselves as fans in far-flung places does not automatically mean greater revenues as they are not commercially active fans, but passive fans who have a kind of general affection for the club, but are either unable or unwilling to translate that into cash.
It is significant that many of these fans live in desperately poor places and are simply unable to pay a commercial rate for merchandise or access to pay-per-view TV.
I am a fan of the Mayo Gaelic Football team, because it is where my family come from, but I am not worth a penny to them as my support is entirely emotional and I don't attend their games or buy their merchandise or, in any other way support them in any measureable commercial sense. But I am still a fan.
It could be that Liverpool's "global" opportunity proves to be a mirage.
Whatever the immediate future holds for Liverpool, it is important that the club's fans understand that the ownership of their club is now in the hands of an American commodities speculator, who has made no rash promises of future investment and who will make all his decisions on a commercial basis.
This is the grim reality of modern football. What we think of as the club is a group of assets to be bought and sold and the fans will have to learn to put up with that and accommodate themselves to the new order. There is an alternative and it comes at a cheaper price, but I doubt that any of the fans clamouring for more millions to be spent on a new tranche of players would be very interested in its charms.
If genuine Liverpool fans can do anything to help to restore the prestige and success of their beloved club, it would be to show their new owners that they have bought something very special which enjoys a rare esteem in the hearts of millions of people, over which they have become temporary custodians.
That is perhaps a greater treasure than even NESV realise, and one which has a value which mere money can never buy.
SEAN McGUIRE
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A very well written and thought trough article. I support a different team, but the point is superbly well made: "What we think of as the club is a group of assets to be bought and sold and the fans will have to learn to put up with that and accommodate themselves to the new order."
Sad, but very true!
i think you're missing the point
i lived in asia for 2 years and saw people spend thousands on official liverpool merchandise. they put $100 a month to watch liverpool on pay tv and $40 a month for the liverpool web membership.
now im down under, i see fans again, paying $100 for a kit from the site. they are all subscribed to foxsports to watch liverpool every week and they are mostly connected to liverpoolfc.tv for $40 a month.
get your facts right - over here - the reds are earning millions and millions.
it's not about some cheap fake shirt in south america.
"IT HAS become the latest meaningless accolade that football clubs, their owners and fans, have become obsessed with laying claim to." I don't know any Liverpool fans who claim the club is a so-called global brand, so that just doesn't ring true.
Also, rather than making vague statements about the emotional ties of people in poor countries - let's see some figures to back your claim up that golbally Liverpool do not generate revenues. I would say a break down of their turn over by country and continent should do it.
Broad sweeping statements not backed up by figures are just more hot air. And Liveprool fans have I'm pretty sure had enough of that for now.
I am a Liverpool fan from Mauritius and this article is very true. I don't buy any Liverpool items as they are not sold in my country or if it is sold it is way too expensive for my financial means. However I do have shorts, t shirts, joggings,mugs,pencil case... all bearing the liverpool logo bought from the local market imported from China. So it is China who get all money that normally should have gone to Liverpool fc coffers. So the club should improve it marketing worldwide and target each market individually with different price range and stop China from "stealing" all revenue.
Another comment for Rafa Benitez. I'm a die hard Liverpool fan and I want to tell Rafa he is a great man. I want him back to Liverpool. Please make all you can to save us. Since you left our club is in shambles. Roy has destroyed everything that you have taken so can to construct. We miss our great manager!!!!!
Not sure you can compare your story of the Mayo Gaelic Football team to someone who lives out in Malaysia who might support Liverpool. They will very unlikely have no connection to Liverpool except they like a player etc.
Liverpool are a global team, the same as Real M and Man U, maybe just not as big. People do buy merchandise within their countries, i think it's actually more likely someone who supported Liverpool outside of England would buy merchandise than someone in England.
The owner is simply saying there's untapped potential. In the world of football, Liverpool are still a massive name and will sell merchandise worldwide, wherever football is in the top 3 of sports played there (America being a difficult exception).
Oh how we wish we had an LFC merchandise store, or two, in South Africa - it would be a goldmine for sure! New owners, take note.
Good point, however surely it's the same for all 'global' football brands and Liverpool do benefit from large support in European countries like Norway, Ireland etc, where the support is more active than passive.
P.s. Being a Mayo fan you might remember this score: http://www.youtube.com/watch?v=u9kmi6sSkWs
One of the best scores I've ever seen. I'd like to see Stevy G try that!
The fact that our shirt sponsors are the largest bank in Asia with no real UK presence proves the attraction of the club in Asia is way more than your affection for your little Gaelic football club mate.
The article contradicts itself. The idea that someone who "will make all his decisions on a commercial basis" would by a club which is commercially no more valuable than the likes of our bitter neighbours - but for 2 to 4 times the price - is frankly ludicrous.
I checked and this guy has a few articles on the bitter fan sites ;-)
New forum.
For like minded Liverpool FC fans.
Open debate, plenty of forums, pre and post match discussion.
Welcoming new and old members.
Come and have a look.
http://z7.invisionfree.com/LFC_Fans_Forum/index.php?
Cheers.
Here in Australia, which is a very rich country, Liverpool are the best supported club, if people wearing the shirts/merchandise is the benchmark, by some distance over their nearest competitor who are probably Chelsea.
And these are official shirts bought in Rebel Sport, by people who would also pay to watch Liverpool on Fox Sports.
If Liverpool would send a team here for a tour, they'd clean up, as there is great affection for them.
Even Everton managed to sell a few tickets (nowhere near filling the grounds though) when they came earlier this year.
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