Moore The Merrier

The club’s owners, Fenway Sports Group (FSG), are also investing £50 million to bring a world-class performance facility to the club. Work is expected to get underway in the summer on the new complex, which will be built in Kirkby, and will allow all club players to train on one site. The plans look exciting and will be a massive consolation when they bid a tearful goodbye to Melwood.

Success on the pitch is also crucial with major commercial deals coming up for renewal. Both the shirt sponsorship deal with Standard Chartered and manufacturer deal with New Balance are reportedly up for renewal next summer.

“We are in constant conversations with all of our partners, no matter how long deals have left to run.

“We continue to talk about how to meet the objectives of these companies, to all of our brands and sponsors about their goals and objectives and their long-term relationship with us, and ours with them,” he says.

“I spend a lot time with their executives and marketing teams around the world. They are phenomenal partners and couldn’t be more proud of where the club is today and what that means to their brands and businesses.

“BetVictor, our training wear partner, the same, they are delighted with what we have been able to deliver for them against their objectives. You think about Carlsberg. I can’t think of another sponsor that has had a wonderful, 25-year relationship with a football club.”

The success of these partnerships has seen the club continue to grow commercially with the latest available accounts to May 2017, showing commercial revenues growing by £20m to £136m.

During that period, the club announced 12 new partnerships including Malaysia Airlines, Konami and Joie. Three existing partners also renewed their deals, while wholesale retail businesses have been established in the US, Hong Kong, Canada and Holland.

“Over the last year, companies like Western Union, our sleeve sponsor, have come in. Billy [Hogan, managing director and chief commercial officer] and his team are doing a great job. Then there are the TV deals we have signed over the last 12 months.”

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