Sean McGuire: Clubs must follow United example or be left behind

Aug 21 2008 by Sean McGuire, Liverpool Daily Post

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LIVERPOOL’S failure to do a multi-million pound deal with Aston Villa or Saudi Telecom this summer is an indication of how much catching up the club has to do on the commercial front.

In the case of Gareth Barry it was not through the lack of trying but, it seems, a lack of finance, and willing.

There was no lack of willing at the largest telecoms company in the Middle East, Saudi Telecom, as they signed a £10m marketing deal with Manchester United this week in what is believed to be the largest sponsorship deal, apart from shirt sponsorship or stadium naming rights, in British football.

It is commercial deals like that, which dwarfs those brought in by the Merseyside clubs, which give Manchester United real muscle in the transfer market and helps to maintain their position at the top of the Premier League.

It is an example of a deal that doesn’t happen overnight or through one good connection. It is the result of a targeted strategy to open up new markets to the club’s brand.

And it has paid off, even before any other Saudi-based businesses sign up to similar promotional deals as the Manchester club expects.

It required the execution of a long-term plan, but supporters on Merseyside are growing increasingly concerned over what the future holds for their beloved clubs.

Everton’s stadium plans and the subsequent decision by the Government to call the Destination Kirkby scheme in for a public inquiry has caused an outbreak of indecision and criticism which has put the club on the back foot. They are yet to confirm if they will even contest the inquiry.

And Saturday’s opening day defeat by Blackburn meant the ever-widening cracks weren’t papered over but were put under more pressure as the need for new signings was crystallised.

This led to a press inquiry about the November date for the public inquiry being rebuffed with a statement that said: “At the moment we’re concentrating on signing footballers.”

Which is fine, except while a new signing or two may affect Everton’s performance in the next season or two, the new stadium will be critical to the club’s commercial, and therefore ultimately playing, success for the next 50 years.

It is a difficult balancing act for the club, especially with the pressure for immediate results in the transfer market, but they cannot afford to let the new stadium plans become anything less than their first priority.

Without a new stadium, and the revenue-raising possibilities it brings, Everton fans can forget about challenging for silverware on even a semi-regular basis in the future.