As reigning Premier League champions, Liverpool holds a significant advantage in the upcoming period. The club is projected to report revenues exceeding $950 million (c. £700 million) for the 2024/25 financial year.
Given some long-term uncertainty over the robustness of broadcast revenues, with domestic rights showing signs of stagnation and international rights believed to have more potential growth before that occurs, clubs are aiming to lessen their dependence on broadcast money and instead concentrate on increasing matchday and commercial income.
Expanding stadium capacity to meet demand is one method of boosting matchday revenue, as Liverpool has successfully done after the expansion of Anfield's capacity to 61,000, which now generates more than $125 million (£100 million) per year in matchday revenue.
However, commercial revenue is more intricate. Brands must perceive value in the partnership to be willing to invest substantial sums on multi-year contracts to associate themselves with it.
In Liverpool's case, they have been among the best, boasting a large and growing portfolio of top-tier global brands that have joined over the past decade or so, with the club seeing excellent retention in those partnerships, indicating health.
Liverpool's commercial revenue was $417 million (£308 million) for 2023/24, and with new agreements signed with companies like Japan Airlines in the 2024/25 financial year, this figure is expected to rise further.
When Liverpool pitches its strengths to potential partners, a multitude of factors are considered. This includes how the club engages with partnerships, aligns with sporting and community aspects, and impacts both locally and globally.
Arne Slot, Manger of Liverpool, embraces Liverpool principle owner John Henry as they celebrate the teams victory and confirmation of winning the Premier League title after the Premier League match between Liverpool FC and Tottenham Hotspur FC at Anfield on April 27, 2025 in Liverpool, England
(Image: Liverpool FC via Getty Images)
Reach is a crucial metric in determining the value of a partnership. Recent data reveals that Liverpool is at the forefront in this particular area.
Blinkfire Analytics figures show that the Reds garnered nearly 1.7 billion engagements across all platforms during their title-winning season last year, an increase of over 10 per cent year on year and 45 per cent above the second most engaged club this season.
On the day of their title victory, marked by a resounding 5-1 home win against Tottenham Hotspur at Anfield, the club experienced its most engaged day on social media with more than 60.7 million engagements in 24 hours.
All data from Blinkfire Analytics is drawn from major social media platforms including Facebook, Instagram, Threads, X, TikTok and YouTube. Their Premier League title win also holds the record for the most engaged league title trophy lift in Europe — surpassing the winners of La Liga, Ligue 1, Serie A and Bundesliga.
The club's appeal both domestically and internationally is further evidenced by broadcast figures independently produced by Nielsen.
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Fanatics Official Sports Apparel — Liverpool
The latest broadcast figures up until March 2025 from Nielsen revealed Liverpool as the most watched Premier League club globally, boasting a staggering 504 million cumulative viewers. They are now the only Premier League club to surpass the 500 million views mark by March 2025.
Moreover, they continued to be the most viewed Premier League team on social media with an impressive 13.3 billion video views across all platforms.
Earlier in the year, the Reds also hit the milestone of 11 million subscribers on YouTube, after being awarded the Diamond Play Button back in May 2024 for reaching 10 million subscribers on the channel — a first for any club in the Premier League. This season, they have also launched three new WhatsApp channels — in Spanish, Portuguese and a dedicated channel for LFC women.
A summer filled with exciting transfer business, including the buzz created by the club's signing of German sensation Florian Wirtz in a record-breaking $157 million (£116 million) deal, is likely to strengthen the club's position in terms of engagement. With much anticipation about what the next season will bring, this data holds significant value for the club's partnerships.