Liverpool have made three changes behind the scenes that could be key to them increasing their £272m annual commercial income in years to come.
It is a summer of transition for Liverpool in nearly every department. The headline appointment is Arne Slot as manager, but Liverpool are ringing the changes elsewhere too.
Michael Edwards has returned to replace Mike Gordon as the club’s CEO, while Richard Hughes has joined as sporting director as the Reds transition away from Jurgen Klopp’s structure.
Now, as relayed by Sports Pro, Liverpool have made a trio of alterations in less glamorous but still significant positions.
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Latty appointed commercial director as two more changes made
Latty has been named Liverpool’s new chief commercial officer.
He will take charge of sponsorship, merchandising, tickets, hospital and more.
It’s an area he is very familiar with having fulfilled the role of commercial director at Anfield for two-and-a-half years.
Elsewhere behind the scenes, Jenny Beacham has been promoted to chief financial officer meanwhile and Jonathan Bamber has made the step up from general counsel to chief legal officer.
Liverpool looking to break club-record commercial income once again
Liverpool’s commercial income has risen every year for the last decade and will now be focused on bettering the £272m they recorded last season.
They have locked front-of-shirt sponsor Standard Chartered to a deal that will see the partnership extend into its seventeenth season.
Adidas meanwhile are returning as technical partner. That deal is at higher base rate than the previous arrangement with Nike, who paid less in exchange for a greater cut of units sold.
One key focus are for Latty and co will be to find a new sleeve sponsor deal or strike a renewal of their existing deal with Expedia.
There will also be increased emphasis on raising matchday income in 2024-25, which will be the first full campaign Liverpool have played after the Anfield Road expansion.