Liverpool have been completely transformed in the last decade. Since FSG took control of the club we have seen the waking of a sleeping giant, a phoenix rise from the ashes and just about any other optimistic metaphor you wish to reach for. The club’s turn of fortunes hasn’t just been on the pitch, we’ve also seen the Reds finances make a complete U-turn. Liverpool losing shirt sponsor Western Union is no disaster, in fact it is a perfect first test for Matt Scammell.
Western Union leave Liverpool
Western Union has decided to end its sleeve sponsorship deal with Liverpool. The company signed a five year deal with the club in 2017 but the partnership is coming to an end after just three years.
The company issued a statement, reported by the Evening Standard, about the decision:
“Western Union’s sponsorship of Liverpool Football Club has been very successful for both our business and our brand and we are very proud of what we and the club have achieved over the last three seasons.
“However, we evaluate all of our activity, including sponsorships, on a regular basis, and as our business and brand needs and objectives continue to evolve, we have made the decision not to continue with the Liverpool Football Club sponsorship beyond the end of this season.”
Enter Matt Scammell
The club are, according to the Evening Standard, happy to enter the new season without a sleeve sponsor, the new Nike kit has been launched without one.
This presents an opportunity to commercial director Matt Scammell. Formerly of Manchester United, Scammell was appointed at Anfield in June.
If there is one aspect in which United still dominates Liverpool it is commercial sponsorships. Snapping up Scammell from the best in the game when it comes to generating income from sponsors was something of a coup.
Now that the Reds have a sleeve up for sale we will be able to see just what Scammell is made of. These lucrative sponsorships are critical to making the megabucks signings.
One thing Matt Scammell will have to take into account is how stylish a prospective company’s logo is. This may sound silly but it is an important consideration.
The new kit deal with Nike includes a generous 20% of each shirt sold going back to Liverpool. If the Reds were to sign a sponsor that would put people off buying the kit they could end up missing out on a vast sum of money.
Everton signing up Angry Birds as a sleeve sponsor is a prime example of why you need to be careful – would the Reds really sell as many shirts with an unattractive logo on the sleeve?