Amazon founder Jeff Bezos and his efforts to purchase a stake in Premier League stalwart Liverpool FC could be the sort of move that promises to transform football.
And it’s the sort of move that could happen without spending a dime.
Reuters reported that a group of investors led by Bezos is looking to buy roughly a one-third stake in the English football club. The deal with Fenway Sports Group (FSG) includes another Silicon Valley billionaire, Eduardo Saverin of Facebook fame.
The deal is valued at around $5.9 billion. But if fans think this deal is about the players on the pitch, they may have another thing coming. As public relations expert Euan Jones of Casinos.com noted, this deal is about Jeff Bezos transforming Liverpool into a global brand.
“If this lands, it’s one of the biggest brand-value plays football has seen in years. Bezos brings a media and logistics empire that could completely reshape how Liverpool is marketed globally. Ownership news like this moves the needle on a club’s commercial perception overnight, long before a single pound is spent on players.”
So, two crucial things here. The first is that the deal is about marketing the team. As such, money and effort would go into transforming the brand perception of the football club, well before Jeff Bezos and the rest of the owners actually spend on improving the product on the pitch.
Second, the plan revolves around turning Liverpool into a sports-based brand, not so much a successful team. That’s why the strategy looks to precede actual success on the pitch.
Jeff Bezos Could Set the Tone for Other Ownership
Jeff Bezos’ strategy isn’t necessarily about making money. Yes, there is a clear profit-driven plan behind it. But the plan goes beyond making money.
Typically, ownership spends money on players through salaries, facilities, coaching, and so on, hoping that a winning team turns profits. Those profits are then reinvested in the team. Along the way, some teams become commercial successes.
The majority, nonetheless, are not commercially viable despite winning championships.
Jeff Bezos looks to be doing the opposite. By turning Liverpool into a commercially viable entity, the strategy can ensure the team is profitable, thereby allowing more money to be reinvested in the team. If the idea works, Bezos could have unlocked a brand-new formula.
“It also sets a precedent other clubs will be watching closely. If a Bezos-backed Liverpool starts operating more like a global media brand than a traditional football club, expect rival owners to start asking why they aren’t doing the same.”
Jones’ comments hit the heart of the matter. And it’s why football may never be the same forever.
Liverpool Hoping for Long-Term Success Instead of Quick Fix
Jeff Bezos’ ownership bid comes at an interesting time. The English side finished fifth in the Premier League last season. As Reuters reported, the club spent over 446 million pounds on players. That investment didn’t pay off as expected.
As such, a new ownership partner could help revive the club by giving it a much-needed makeover across the board. While Bezos and his plan do not promise immediate results on the pitch, it could set up the club for long-term success.
Jeff Bezos Could Change Liverpool Without Spending on Players