Liverpool FC commercial director Ian Ayre looks to make the most of club’s Asian fanbase on trip to Thailand and Singapore

Jul 21 2009 by James Pearce, Liverpool Daily Post

WHEN Ian Ayre took over as Liverpool’s commercial director two years ago he didn’t need telling what huge potential there was for the club in Asia.

Having spent 15 years living on this vast continent he had seen for himself the passion and devotion of its football supporters.

And in particular a deep love for Liverpool Football Club.

Six years may have past since the club’s last trip to Thailand but the reception Rafael Benitez and his players received on their arrival in Bangkok yesterday proved that love is undiminished.

The arrival of the Spaniard along with Ryan Babel and Jamie Carragher at a press conference in the team’s stunning Royal Hyatt Erawan Hotel sparked a major scrum and that was just amongst the waiting local media.

Outside hundreds of fans had queued for hours in the searing 33 degree heat and energy-sapping 70% humidity to catch a glimpse of their heroes. Most were decked out in the club’s colours with some even boasting swine flu protective face marks adorned with the LFC crest.

For Ayre, Liverpool’s arrival for the week-long tour of Thailand and Singapore was the culmination of nine months hard graft for him and his commercial team.

“Having lived in Malaysia, Hong Kong and China nobody is more aware than me of the power of Liverpool Football Club and of football generally in Asia,” he said.

“Commercially we have a genuine opportunity to do really well here.

“The big difficulty was choosing where to go. Thailand is a great example of a market where we have lots and lots of fans but there are plenty of others.

"It's always difficult deciding where to go on tour because we have so many fans all over the world.

"But by choosing Thailand and Singapore we captured most of South East Asia and made it possible for fans from other countries to come and see the team.

“We started planning this trip last October and a lot of work has gone into it.

“We went through a process of choosing the right partner to execute it locally and we chose the Profitable Group.

"Both countries are traditional hot-beds of support for Liverpool and I know how excited everyone has been waiting for us to arrive.

"We’ve had a fantastic welcome. We are very excited to be here and are very much looking forward to our stay.”

Liverpool have been criticised in recent years for not making the most of their popularity in this part of the world with rival clubs like Manchester United, Arsenal and Chelsea setting up club shops and soccer schools.

This tour will undoubtedly raise the Anfield outfit’s profile but Ayre insists there is much more to this trip than trying to flog more replica shirts.

“It’s less about what we are trying to get out of it and more what we are trying to put in,” he said.

“We build our business on the basis of having fans all around the world who support us and contribute by buying.

“Touring is about giving a bit back and that’s why we’ve brought a really strong squad here.

“I wouldn’t say we’ve been slow to make the most of the support we have here.

“Liverpool have been coming on tour to Asia for many years. But the difference now is that we are trying to be a bit more commercially aware.

“We are making sure people know we are here and try to make a bit more of an impact so we continue to grow in that way.