Fernando Torres will be offered the chance to become 'the face of Liverpool' to fend off mega bids from Manchester City and Barcelona.
The Merseysiders are in talks with the striker's advisors to massively enhance Torres' commercial earnings as they try to kill off speculation about his future.
Torres signed a £100k a week four year deal last summer, but the terms will be made much more lucrative following this summer's World Cup.
Liverpool want to provide substantially greater rewards on Torres' image rights as he's marketed as a Kop icon around the world.
It would be the most profitable player specific commercial deal in Anfield history, recognising Torres' hero status as critical to Liverpool's enduring global popularity.
Liverpool know they can't compete with the kind of wages City are prepared to offer the 25-year-old, which is why they've devised a similar strategy to that Manchester United are adopting to retain Wayne Rooney.
The Kop's commercial profits have been on the rise in recent seasons, and it's the fame and pulling power of Anfield which will allow the club to maximise Torres' financial rewards.
Although the club is confident Torres won't quit Liverpool as early as this summer, they're braced for massive bids, especially if they fail to qualify for the Champions League.
Manchester City's hopes of luring the striker have always looked slim regardless of their wealth, but Barcelona have also recently registered an interest.
Chelsea also tried to sign Torres last summer and Liverpool know they face a serious battle to keep the player if they don't get their act together on and off the pitch.
Torres is known to have been anxious for reassurances about the direction of the club following a disappointing season, but Liverpool hope their proposals prove that any suggestion they'd cash in on the player are ill-founded.
There have been fears the cash problems of co-owners Tom Hicks and George Gillett Jr would make them vulnerable to £80m offers, but their joint reign is entering its final months.
They know it's in the club's interest to keep their most prized asset on Merseyside as it makes Liverpool more attractive to investors.
The talks with Torres' advisors underline the determination to not only resist all bids, but to ensure that financially he'll be rewarded as handsomely at Anfield as anywhere else.
The Merseysiders are in talks with the striker's advisors to massively enhance Torres' commercial earnings as they try to kill off speculation about his future.
Torres signed a £100k a week four year deal last summer, but the terms will be made much more lucrative following this summer's World Cup.
Liverpool want to provide substantially greater rewards on Torres' image rights as he's marketed as a Kop icon around the world.
It would be the most profitable player specific commercial deal in Anfield history, recognising Torres' hero status as critical to Liverpool's enduring global popularity.
Liverpool know they can't compete with the kind of wages City are prepared to offer the 25-year-old, which is why they've devised a similar strategy to that Manchester United are adopting to retain Wayne Rooney.
The Kop's commercial profits have been on the rise in recent seasons, and it's the fame and pulling power of Anfield which will allow the club to maximise Torres' financial rewards.
Although the club is confident Torres won't quit Liverpool as early as this summer, they're braced for massive bids, especially if they fail to qualify for the Champions League.
Manchester City's hopes of luring the striker have always looked slim regardless of their wealth, but Barcelona have also recently registered an interest.
Chelsea also tried to sign Torres last summer and Liverpool know they face a serious battle to keep the player if they don't get their act together on and off the pitch.
Torres is known to have been anxious for reassurances about the direction of the club following a disappointing season, but Liverpool hope their proposals prove that any suggestion they'd cash in on the player are ill-founded.
There have been fears the cash problems of co-owners Tom Hicks and George Gillett Jr would make them vulnerable to £80m offers, but their joint reign is entering its final months.
They know it's in the club's interest to keep their most prized asset on Merseyside as it makes Liverpool more attractive to investors.
The talks with Torres' advisors underline the determination to not only resist all bids, but to ensure that financially he'll be rewarded as handsomely at Anfield as anywhere else.
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