The world of 6ft 8″ basketball star LeBron James is quite a way from that of Anfield. But what they have in common is that they are both brands with James making more than $40m a year from endorsements. This week the two brands moved closer when James took a stake in Liverpool Football Club.
The world of 6ft 8″ basketball star LeBron James is quite a way from that of Anfield. But what they have in common is that they are both brands with James making more than $40m a year from endorsements. This week the two brands moved closer when James took a stake in Liverpool Football Club.
Quite how big the stake is and how much he paid is not known. However, his involvement is part of a sponsorship deal that he signed with Fenway Sports Management, part of the group that now owns the club. It is hoped that he will raise the club’s profile in the States.
However, it is the Asian market that remains key. The club’s pre-season tour will take it to China and South Korea. Club sponsor Standard Chartered has recreated Anfield in shopping centres across Asia, complete with a ‘This is Anfield’ sign. A fake pitch is available for shoppers to play on.
Merchandise revenues are already ahead of last year. However, tough decisions lie ahead. Should Anfield be replaced by a new stadium? Or would it be possible to boost corporate hospitality faciliities there while drawing on the Anfield allure?