When Ian Ayre took over as Liverpool’s commercial director two years ago he didn’t need telling what huge potential there was for the club in Asia.
Having spent 15 years living on this vast continent he had seen for himself the passion and devotion of its football supporters.
And in particular a deep love for Liverpool Football Club.
Six years may have passed since the Reds’ last trip to Thailand but the reception Rafa Benitez and his players received on their arrival in Bangkok yesterday proved that love is undiminished.
The arrival of the Spaniard along with Ryan Babel and Jamie Carragher at a press conference in the team’s stunning Royal Hyatt Erawan Hotel sparked a major scrum and that was just amongst the waiting local media.
Outside hundreds of fans had queued for hours in the searing 33 degree heat and energy-sapping 70% humidity to catch a glimpse of their heroes. Most were decked out in the club’s colours with some even boasting swine flu protective face marks adorned with the LFC crest.
For Ayre, the Reds’ arrival for the week-long tour of Thailand and Singapore was the culmination of nine months hard graft for him and his commercial team.
”Having lived in Malaysia, Hong Kong and China nobody is more aware than me of the power of Liverpool Football Club and of football generally in Asia,” he said.
“Commercially we have a genuine opportunity to do really well here.
“The big difficulty was choosing where to go. Thailand is a great example of a market where we have lots and lots of fans but there are plenty of others. But by choosing Thailand and Singapore we captured most of South East Asia and made it possible for fans from other countries to come and see the team.
“We started planning this trip last October and a lot of work has gone into it.”
This tour will undoubtedly raise the Reds’ profile and provide a welcome boost to the club’s balance sheet but Ayre insists there is much more to this trip than trying to flog more replica shirts.
“It’s less about what we are trying to get out of it and more what we are trying to put in,” he said.
“We build our business on the basis of having fans all around the world who support us and contribute by buying.
“Touring is about giving a bit back and that’s why we’ve brought a really strong squad here.
“Liverpool have been coming on tour to Asia for many years. But the difference now is that we are trying to be a bit more commercially aware.
“We are making sure people know we are here and try to make a bit more of an impact so we continue to grow in that way.
“Most of the tickets for these matches were sold through Adidas outlets rather than the traditional route of selling through ticket agencies. We also used Carlsberg and other retail outlets.
“We also attracted local sponsors with the likes of Tesco, Honda and the tourist authority of Thailand.
“They are taking the opportunity to be associated with Liverpool in this short period.”
Having spent 15 years living on this vast continent he had seen for himself the passion and devotion of its football supporters.
And in particular a deep love for Liverpool Football Club.
Six years may have passed since the Reds’ last trip to Thailand but the reception Rafa Benitez and his players received on their arrival in Bangkok yesterday proved that love is undiminished.
The arrival of the Spaniard along with Ryan Babel and Jamie Carragher at a press conference in the team’s stunning Royal Hyatt Erawan Hotel sparked a major scrum and that was just amongst the waiting local media.
Outside hundreds of fans had queued for hours in the searing 33 degree heat and energy-sapping 70% humidity to catch a glimpse of their heroes. Most were decked out in the club’s colours with some even boasting swine flu protective face marks adorned with the LFC crest.
For Ayre, the Reds’ arrival for the week-long tour of Thailand and Singapore was the culmination of nine months hard graft for him and his commercial team.
”Having lived in Malaysia, Hong Kong and China nobody is more aware than me of the power of Liverpool Football Club and of football generally in Asia,” he said.
“Commercially we have a genuine opportunity to do really well here.
“The big difficulty was choosing where to go. Thailand is a great example of a market where we have lots and lots of fans but there are plenty of others. But by choosing Thailand and Singapore we captured most of South East Asia and made it possible for fans from other countries to come and see the team.
“We started planning this trip last October and a lot of work has gone into it.”
This tour will undoubtedly raise the Reds’ profile and provide a welcome boost to the club’s balance sheet but Ayre insists there is much more to this trip than trying to flog more replica shirts.
“It’s less about what we are trying to get out of it and more what we are trying to put in,” he said.
“We build our business on the basis of having fans all around the world who support us and contribute by buying.
“Touring is about giving a bit back and that’s why we’ve brought a really strong squad here.
“Liverpool have been coming on tour to Asia for many years. But the difference now is that we are trying to be a bit more commercially aware.
“We are making sure people know we are here and try to make a bit more of an impact so we continue to grow in that way.
“Most of the tickets for these matches were sold through Adidas outlets rather than the traditional route of selling through ticket agencies. We also used Carlsberg and other retail outlets.
“We also attracted local sponsors with the likes of Tesco, Honda and the tourist authority of Thailand.
“They are taking the opportunity to be associated with Liverpool in this short period.”
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