Liverpool’s next owners are “well advanced” in “negotiations” over a new shirt sponsorship deal, according to a big new claim from finance expert Stefan Borson.
A consortium that includes Amazon founder Jeff Bezos has purchased roughly a third of the Reds, setting the wheels in motion for the gradual sale of the club by FSG.
The hope is that it makes Liverpool even more of a force over time, with FSG good owners overall, but often accused of being too frugal in the transfer market.
Speaking to Football Insider, Borson was in no doubt that Bezos and company will be eyeing huge front-of-shirt sponsorship deals for the Reds, as they look to take them to the next level:
“It’s a big sponsorship product and there aren’t that many players in that market. And they’ll want a bit of competitive tension. It’s all part of the expectation. They won’t be shocked by it. I’m sure they’re well advanced in conversations.
“I think the new ownership coming in, this can be the first move of Bhatia and Bezos’s contacts and [Eduardo] Saverin’s contacts. They can say, ‘This is available, we can get you to the front of the queue. You must meet our marketing team. They’ve got a fantastic proposition. We’ve got amazing plans for the next three to five years’.
“It would shock me if they didn’t get a very good partner in place over the next few months, well in advance of the printing of the shirt in China next year.”
The right time for Liverpool to hand over to new owners?
As mentioned, FSG have done plenty of good during their 16 years of owning Liverpool, redeveloping Anfield impressively also acquiring the signature of Jurgen Klopp, which was a game-changing moment.
But now does arguably feel like the right time for a new era to beckon at Anfield, with the new consortium hopefully providing the Reds with improved finances and making them a match for anyone in the world.
Liverpool still aren’t at the level where they can match the wealthiest clubs in terms of wages, but that would hopefully change once a full change has been made.
Striking a huge shirt deal would only be a step in the right direction – Liverpool’s current £50m-a-year Standard Chartered contract ends next summer – and it will be fascinating to see what happens.