'If You Look...' - Stefan Borson: Liverpool want to match Man United after £270m+ reveal

Liverpool want to close the commercial gap on Manchester United after outperforming the market over the past few years.

That is the view of former Man City financial adviser Stefan Borson, who exclusively told Football Insider the Merseyside giants have grown their commercial revenue in an impressive way over the past decade compared to some of their Premier League rivals.

Liverpool announced on 4 November Kate Theobald has been promoted to commercial director, replacing Ben Latty after he was promoted to chief commercial officer at the end of last season.

The Merseysiders’ commercial revenue rose by £25million in their latest accounts for the 2022-23 season, taking their overall total to £272.5million.

Man United generated £302.9million commercially across the same period, while Arsenal banked £169.3million.

Liverpool deal with Adidas to close gap on Man United

Borson revealed Liverpool’s new deal with kit manufacturer Adidas will widen the commercial gap on Arsenal and take them closer to Man United’s level.

He told Football Insider: “Liverpool have done relatively well in reality over the last few years.

“They have grown their commercial revenue quite dramatically over the last 10 years in quite an impressive way compared to a lot of the other teams around them.

“They are not at United’s level, but if you look at the Adidas deal they have just entered into, that is said to be at the same level or very close to the United level of £90million per annum.

“That is quite a significant development over time and it puts Liverpool a good 30-40 per cent higher than teams like Arsenal. They have done that with the limitations that you get from being a non-London club.

“Clearly, they want to go to that next step and get closer to United, who are still the kings of commercial revenue in the UK.

“But if you were to look at growth versus 2019 for Liverpool, they have outperformed the market very considerably.

“United have grown their commercial revenue only by 10 per cent since 2019, whereas Liverpool have grown it by 45 per cent.

“They have had some pretty big successes over that period, but it’s really about going to that next step to get closer to the European giants that they see themselves alongside.”

In other news, Liverpool in race to sign Bournemouth star.

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