'Liverpool to match Bayern Munich' as new arrival confirmed

Liverpool will be looking to compete commercially with the likes of Bayern Munich over the coming years after appointing a new director.

That is the view of finance expert Stefan Borson, who exclusively told Football Insider the Merseyside giants have had some big success in that department over the past few years as they look to continue increasing their commercial revenue.

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 Bayern Munich banked £348million.

Liverpool looking to close commercial gap on European giants

Borson believes Liverpool will now be looking to close the gap on United and some of the elite European sides.

“Clearly, they want to go to that next step to get closer to United,” Borson told Football Insider.

“United are still the kings of commercial revenue in the UK.

“But then looking outside of the Premier League, Liverpool will probably look more actually at some of the European clubs, like Bayern Munich, Real Madrid and Barcelona, and say ‘Well, actually we’re an internationally important club as well and while we might be doing quite well relative to teams like Arsenal and Chelsea, we want to be competing with the Bayern Munich’s of the world’.

“I think that’s probably their longer-term target and that’s where the growth will come. 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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