Liverpool are putting their shirts on Fernando Torres to help ease their debts.
The Reds' American owners, Tom Hicks and George Gillett Jnr., rubber-stamped a £290million refinace package this week and cashing in on the success of Torres is a crucial part of their marketing policy.
Anfield commercial director Ian Ayre said: "All the players are important but it is evident certain ones are crucial.
"Fernando is a global icon and a great footballer. They go hand in hand. From a commercial standpoint he's a huge attraction.
"Torres is the highest-selling shirt here. I'm not sure when he actually overtook Steven Gerrard, and there's not a huge difference, but he is our biggest seller.
"Being a global brand we have a big opportunity to push on - but we know it's not all about shirts."
The Reds' American owners, Tom Hicks and George Gillett Jnr., rubber-stamped a £290million refinace package this week and cashing in on the success of Torres is a crucial part of their marketing policy.
Anfield commercial director Ian Ayre said: "All the players are important but it is evident certain ones are crucial.
"Fernando is a global icon and a great footballer. They go hand in hand. From a commercial standpoint he's a huge attraction.
"Torres is the highest-selling shirt here. I'm not sure when he actually overtook Steven Gerrard, and there's not a huge difference, but he is our biggest seller.
"Being a global brand we have a big opportunity to push on - but we know it's not all about shirts."
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