For winning the Premier League in 2024/25, Liverpool collected £53.1 million with the trophy. On top of this, the Reds landed facility fees amounting to £24.9 million as well as TV rights to total a £174.9 million windfall. It’s not a huge sum more than Arsenal received for coming second (£171.5m), but the title brings in much more than simply what the Premier League pays out directly.
The increased prominence of the club, being hailed as the champions of the toughest and most competitive elite league in Europe, is like catnip for brands, sponsors, and endorsers. It’s also a huge draw for potential fans around the world. As a result, Liverpool’s brand value has shot up, as has the amount of commercial revenue collected. Yet, as with all clubs, there’s still plenty of space between current earnings and potential earnings.
Running up the Numbers
Even through the years without a Premier League title, Liverpool was quietly building its brand, building on past successes, and keeping the Liverbird as a firm fixture among clubs considered to be elite in Europe. As far back as 2014, Liverpool’s extensive team of 600 staff members was cited as helping them to be nimble as a brand. A boost back then was offering digital content that reached over 250,000 people in Asia and Oceania.
That was over ten years ago. Since then, Anfield has been home to Jürgen Klopp and the gegenpress that took the Premier League by storm. From that, a Champions League-winning team and two-time Premier League winners were forged. After the most recent triumph, under first-year boss Arne Slot, the Reds saw their value rise to £1.4 billion and commercial revenue eclipse £300 million. Winning the title broke the dam on massive new deals.
The finances report on Liverpool’s progress for winning the title showcases just how valuable becoming the champions is. Success on the pitch can be leveraged into great financial success with the right team in place. The new Adidas kit deal alone will be bringing in over £60 million per year, while Peloton, Google Pixel, and AXA will also pump cash into the club.
Further Scope for Cash Flow
All forms of brands, businesses, and creatives crave Premier League collaborations, partnerships, and sponsorship deals. The stage is simply too big to ignore. Further, club branding and association with those brands is excellent – particularly with a team like Liverpool. On top of this, there’s a huge potential audience to be tapped into, particularly in the current target of the league’s and sport’s wooing, the US.
Growing further would require a fair bit of out-of-the-box thinking, given that most traditional avenues have already been tapped into. One could be another area that other organisations have ventured into, that of iGaming. When you play slots, you’ll see the WWE Clash of the Wilds game. It’s an officially-licensed WWE slot that stands shoulder-to-shoulder with unbranded hits like Starburst, Bonanza, and Legacy of Dead. It’s worked for wrestling, so why not football? For Premier League clubs, official slots in collaboration with a world-class developer could be a way to boost the brand and, potentially, reach new audiences.
Beyond this, there’s the bubbling space of live shopping, which club stores could leverage for merchandising events to create extra buzz among fans worldwide. Major tech brands like LG, Samsung and Philips have jumped into the scene, and it’s only a matter of time before more disparate IPs start taking fuller advantage of the trend. There are six official LFC shops currently in the UK, which ought to provide a good foundational infrastructure for such a venture if they wished.
Winning the league again has further enhanced Liverpool as a branding and commercial powerhouse. Yet, even with them tapping up colossal global brands, there are paths to further revenues for the reigning champions.
