Liverpool and FSG missed opportunity that could have seen them make more Nike kit deals
It looks like Liverpool have missed a round.
As women’s football continues to grow, Liverpool are lagging behind. The women of Liverpool, quite simply, are not as good as the squad most would assume they would be.
Manchester United, Manchester City, Arsenal and Chelsea all lead the Women’s Super League, while Everton has made a big push this season to challenge higher in the table (albeit 4-0 back-to-back defeats to start the season suggest that maybe not as simple as they might have imagined).
Liverpool were relegated from the elite penultimate season and were well below promotion last season. This year they have four points from their first three games in the women’s championship.
There are questions as to whether or not the women’s game should break away from the men’s game and approach things in a different way rather than trying to catch up by following the same approach, but then both are aligned and have similar competitions and structures, Liverpool should make more of those ties.
Women’s football is growing (its audience has more than doubled since 2017).
According to World Football, only two UK women’s teams recorded higher average attendance last season than Liverpool (Tottenham, with almost double the average, and Chelsea, with around 1,100 more).
For that, Liverpool deserve credit, but the Reds could benefit from doing more.
In France, Lyon realized that they could advance women’s football and place themselves at the level of the elite of women’s football.
PSG and their deep pockets have now entered the equation in France and have slowly built themselves into a force.
The highest paid player in English women’s football earns around Â£ 200,000 a year and the highest transfer fee is around Â£ 300,000.
So for a relatively small amount, you could select some of the best players in the world and become a real brand and a leader in the field.
Lyon is an excellent example of their reputation and their brand reinforced by such an approach, at a time when their masculine side has not really flourished, but is regressing.
From a purely commercial point of view, Lyon’s decision to invest in women’s football has paid off, and it is rather a surprise – apart from any other “moral” reason, for lack of a better word – that others have not followed suit. .
Liverpool and their hierarchy will have their reasons for how things are structured between the men’s and women’s teams. But there is something to think about in the long term.
In the same way that Liverpool fans might feel proud if their club were the first to take a stand, for example, lowering ticket prices or being a driving force in tackling major issues like racism, it could be another way to get good PR.
More than that, however, it could also be a smart economic move.
Nike pays Liverpool Â£ 30million a year plus 20% of sales, for example, and therefore increasing the number and interest in any way possible can only be a positive thing.