Liverpool Women 'close to tipping point' as FSG backs huge opportunities for club success

There is a famous quote from ice hockey legend Wayne Gretzky: “Skate where the puck is going, not where it has been.”

It’s a saying that’s been spoken on numerous occasions in sports investment circles and private equity conferences around the globe, and while it may seem somewhat trite and cliche, it is very much apt in how investors look at the business of sports when thinking of identifying potential opportunities that lay in wait.

There are markets that boom and bust, and there are some that have real prospects for long-term, sustainable growth. Falling into that latter category is very much women’s sports across the spectrum, but very much so in football.

EXCLUSIVE: How Liverpool became the most popular Premier League club in America

'Most importantly for us' - Liverpool investors Dynasty Equity explain reasons behind FSG deal

A look at where the coverage of women’s football is in the UK right now compared to a decade ago tells you all you need to know about the progress that has been made. The popularity of the England women’s team and their success on the pitch in recent years, where players were made household names for the first time, has been leveraged to great effect in raising the Barclay’s Women’s Super League, the elite women’s competition in England.

Attendances are spiking and the heavy investment, which is being done ahead of revenue, is enabling more eyes to be on the sport, something that will aid sustainable growth for years to come. It is something that not only the clubs are putting a lot of emphasis on, but also something that investors are waking up to in a serious way.

The growth of the women’s game is something that is also at the top of mind when it comes to clubs, with Liverpool adopting a