Liverpool FC winning the Premier League would be 'priceless', says club CEO

Liverpool FC CEO Peter Moore said that the club "doesn't think about" what the immediate financial implications of winning the Premier League would be
Liverpool FC winning the Premier League would be 'priceless', says club CEO
CEO Peter Moore pointed to Liverpool’s victory in the 2005 Champion’s League final, in which it defeated AC Milan in penalty kicks after drawing 3-3 in regular time.
By Bernd Debusmann Jr
Sun 06 Jan 2019 09:11 AM

Liverpool FC winning the Premier League this season would give long-term and “priceless” brand enhancement for the club, according to club CEO Peter Moore.

Speaking to Arabian Business in an interview, Moore said that he “isn’t sure” what the immediate financial implications would be of Liverpool being crowned Premier League champions at the end of the 2018/2019 season.

“It goes back to long-term value. I know from a media or distribution value what happens when you come first, but I don’t know [the immediate impact] and we don’t think about that,” he said.

In the history of the Premier League, Liverpool has never won. Their best finish came during the 2013/2014 season, when under manager Brendan Rodgers it finished second, two points behind Manchester City.

“You won’t think about this as £5 million ($6.3m) cheque you may get for winning the Premier League. You think long-term, that we can finally put a Premier League logo on the walls of Anfield to go with the 18 First Division championships and five European Cup championships we’ve won,” he said. “In five or 10 years time, should that happen, we’ll look back on this moment.”

As an example of what he says is a difficult-to-measure boost to the Liverpool brand should the team win, Moore pointed to club's victory in the 2005 Champions League final, in which they defeated AC Milan in penalty kicks after drawing 3-3 in regular time.

“I don’t know what cheque UEFA wrote for winning the Champions League that night. It doesn’t matter,” he said.

“The memories that created and the brand enhancement of being down 3-nil to arguably the best club team in the world at that moment and then coming back to win was priceless,” he added.

Liverpool are currently in the top spot of the Premier League, four points ahead of Manchester City, after losing 2-1 against the reigning champions on Friday.

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