Tom Hicks, the co-owner of Liverpool FC, has praised Christian Purslow, the club's new managing director, has praised Christian Purslow, the club's new managing director, and hinted that the club has a number of new commercial deals ready to be announced.
Whether a new shirt sponsorship is one of those commercial deals remains to be seen. The club's long-term partnership with Carlsberg comes to an end next summer, and the beer company, which renewed its multi-million sponsorship of the English FA yesterday, is believed to be unwilling to match Liverpool's new asking price.
Sources close to Carlsberg insist the brewer is still keen to retain its partnership with the club. The question is whether it can afford to meet Liverpool's demands. The club has seen its greatest rivals, Manchester United, agree a shirt deal worth more than US$30 million per season with Aon, while Chelsea's deal with Samsung, at slightly over US$20 million per year, is also worth significantly more than Liverpool receive. The club, the most successful in the history of English soccer, is keen to see its deal at least match that of Chelsea.
"Christian Purslow is working hard," said Hicks. "Liverpool's new management focus is producing great new commercial results that will become known in due time."
Purslow took over as Liverpool managing director in June. He has previously served as a director of Morgan Grenfell Private Equity, and Head of Media, Cable and Entertainment for Schroder Salomon Smith Barney in Europe and head of UK Mergers and Acquisitions for Credit Suisse First Boston. Purslow is a fluent Spanish speaker, has a modern languages degree from Cambridge University and an MBA from Harvard Business School.
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