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Liverpool have been boosted by their £150m six year kit deal with American company Warrior. Current manufacturers Adidas had claimed that the club was asking too much and had priced themselevs out of the market.
This is the first season since 1999/2000 that Liverpool have not competed in Europe but managing director Ian Ayre believes that the club's global appeal gives them the financial muscle to absorb revenue lost from missing out on European football.
He told Press Association Sport, 'Performance on the pitch definitely affects business but the difference with truly big football clubs, globally-recognised clubs, is we have sustainable revenue whether we are playing in the Champions League, Europa League or not.'
'Likewise we don;t fall apart as a brand because of that either. This club has been around for 120 years and for that reason it has a fan base across the world and we sell huge amounts of merchandise.'