EXCLUSIVE: Inside story of record-breaking Liverpool commercial success as 'evolution' of business model explained

Off the pitch, the last 12 months have delivered huge success for Liverpool.

When their 2021/22 financial accounts, for the year ending May 2022, were published earlier this year, commercial revenues had risen by £29m to £247m, representing record figures for the club.

Moving forward, that is a figure that is anticipated to continue to rise as major blue chip brands continue to find Liverpool an attractive proposition through not only the sporting success that is achieved but also the club’s global appeal and the ability to create something that goes beyond a simple financial transaction and marketing tie up.

The Reds have not only had great success in retaining sponsors, as seen with the extensions of the likes of Standard Chartered and Expedia last year, but also in finding additional value in partnerships that can be both additive to what the partners seek to achieve as well as what the club seek to achieve - something demonstrated in how the most recent addition to the portfolio of partners, UPS, will aid Liverpool's retail and distribution channels directly.

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The UPS deal came on the back of other impactful deals that have been announced over the course of the past few months, with the likes of Google Pixel and Peloton coming on board. The value of the recent deals signed is understood to have delivered more than £35m in commercial revenue.

“For us it is a sign of the times that we’re partnering with brands of a premium nature, like UPS,” said Liverpool commercial director Ben Latty, speaking exclusively to the ECHO. “These are brands that are very