Liverpool Launches New Commercial Strategy
Managing Director Ian Ayre says it’s “vital” Liverpool FC think big with its brand and commercial strategy.
Under a new initiative launched Thursday, the club will seek to grow its profile globally by focusing on key markets and by offering fans in overseas territories more and better ways to stay connected with the Reds.
“To be able to compete at the top level of club football and have a winning team on and off the field, we need to capitalize on the Club’s brand assets and maximize these important commercial opportunities,” Ayre told delegates at the IMG World Congress of Sports in Naples, Florida.
He also announced that Liverpool will embark on a summer tour of Asia and Australia with matches so far confirmed for July 24 against Melbourne Victory of the Hyundai A-League and July 28 at Bangkok’s Rajamangala National Stadium. A third destination is to be determined.
“Liverpool FC’s pre-season tours, over a number of years, also show our commitment to bringing the Club closer to our fans all over the world, no matter how far away from Anfield they may live,” Ayre said.
“Fans are the heartbeat of our Club and we are working proactively to ensure that we engage with more supporters around the world by delivering exciting online content that will appeal to them via platforms and languages that are locally appropriate.”
Brazil 2014: Confederations Cup “Not Just a Dress Rehearsal”
CEO Ricardo Trade says Brazil’s Local Organizing Committee wants the 2013 Confederations Cup to be “a success in its own right” and “not just a dress rehearsal” for the 2014 World Cup.
Trade was speaking to FIFA.com after Tuesday’s final FIFA Confederations Cup Brazil 2013 Operational Planning meeting, held in Belo Horizonte.
“I’ve attended all the Operational Planning meetings held at the tournament’s six host cities and I can safely say this initiative has been successful in helping all levels of government move forward,” he added.
Tuesday’s brought together the Brazilian government, Minas Gerais state government, Belo Horizonte City Council and LOC to discuss operational plans at the Estadio Mineirao, which will host three matches during the Confederations Cup.
“Belo Horizonte is ready and one of the key factors in making this possible is the coordination between the federal, state and municipal authorities, which has put Brazil on another level when it comes to hosting major sporting events,” said Mayor of Belo Horizonte Marcio Lacerda.
Blatter, Pieth Address Early Warning System Congress
Ethics in sport is the focus of today’s Early Warning System congress, titled “Sports, Business and Ethics – a Situation Analysis” and hosted by Zurich’s Letzigrund Stadium.
“We’re looking forward to lively discussions and productive round table sessions on Friday that will hopefully lead to concrete solutions,” said Urs Scherrer, CEO of EWS, a FIFA subsidiary tasked with protecting the integrity of sport and minimizing the negative impact of sports betting.
“It’s not just about the quality of speakers but also the contribution of attendees including sports clubs, government representatives, sponsors and those from the betting industry who will ensure this congress is a success,” Scherrer added.
Among the speakers are FIFA President Sepp Blatter, FIFA Head of Security Ralf Mutschke as well as law and ethics professor Mark Pieth, also the chief ethics expert for world football’s governing body.
By INSIDER’s Matthew Grayson
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