Ian Ayre, the commercial director of English soccer club Liverpool, has explained the club's decision to back a racing team in the fast-growing Superleague Formula series.
Superleague Formula, which launched in 2008, features motorsport teams backed by professional soccer clubs, including the likes of AC Milan, Atletico Madrid and Flamengo. The 2009 season ended earlier this month, with Liverpool's representative team beating Tottenham Hotspur to the championship in front of huge crowds at Spanish circuit Jarama.
"It's important for this club to win things," explained Ayre. "Anything that represents us successfully as a football club is important. We've got a great team and a great driver and for the last two seasons we've been very successful in Superleague Formula. The pinnacle of that was winning the championship and winning it well. We had our Madrid supporters' club there and for all these fans it was a great day. I was there alongside other members of our team and it's great to see how the interest is building. About 30,000 people turned up, so it's clearly growing as a sport and an event."
The agreement is likely to continue for the foreseeable future, adds Ayre. "We're contracted to stay involved for several more years and it looks like an exciting proposition. They're expanding where they race and are talking about places in the Middle East and Asia. These are areas where we're very big as a football club so it's a great synergy and a great fit," he said.
Ayre was also keen to stress that involvement in Superleague Formula is a financial opportunity for the club, rather than a burden. "There are two things, for me. The first is us licensing our club logos and brand to Superleague. They have a similar arrangement with a lot of other teams. This is a financial opportunity for the club.
"The second thing, which is perhaps more important, is that it spreads the awareness of our football club. Superleague races in markets that perhaps we don't go to very often as a football club. It attracts a different type of audience and means motor racing fans who perhaps aren't big football supporters become attracted to Liverpool. By the same token, established Liverpool fans can see a bit of motor racing and have a good day out. It's a family event with great access. They have a pit walk and you can walk along the grid as they are preparing for the race."
Superleague Formula, which launched in 2008, features motorsport teams backed by professional soccer clubs, including the likes of AC Milan, Atletico Madrid and Flamengo. The 2009 season ended earlier this month, with Liverpool's representative team beating Tottenham Hotspur to the championship in front of huge crowds at Spanish circuit Jarama.
"It's important for this club to win things," explained Ayre. "Anything that represents us successfully as a football club is important. We've got a great team and a great driver and for the last two seasons we've been very successful in Superleague Formula. The pinnacle of that was winning the championship and winning it well. We had our Madrid supporters' club there and for all these fans it was a great day. I was there alongside other members of our team and it's great to see how the interest is building. About 30,000 people turned up, so it's clearly growing as a sport and an event."
The agreement is likely to continue for the foreseeable future, adds Ayre. "We're contracted to stay involved for several more years and it looks like an exciting proposition. They're expanding where they race and are talking about places in the Middle East and Asia. These are areas where we're very big as a football club so it's a great synergy and a great fit," he said.
Ayre was also keen to stress that involvement in Superleague Formula is a financial opportunity for the club, rather than a burden. "There are two things, for me. The first is us licensing our club logos and brand to Superleague. They have a similar arrangement with a lot of other teams. This is a financial opportunity for the club.
"The second thing, which is perhaps more important, is that it spreads the awareness of our football club. Superleague races in markets that perhaps we don't go to very often as a football club. It attracts a different type of audience and means motor racing fans who perhaps aren't big football supporters become attracted to Liverpool. By the same token, established Liverpool fans can see a bit of motor racing and have a good day out. It's a family event with great access. They have a pit walk and you can walk along the grid as they are preparing for the race."
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