Liverpool are on the brink of a commercial breakthrough that could reshape their financial future, with the club in advanced discussions to open permanent retail stores in New York City, Los Angeles, and Miami. The move would mark a first for any Premier League side and follows the club’s recent expansion into new markets, including Bali and London, as they target revenue growth beyond matchday and broadcasting income.
Why this matters now
The timing is no accident. Liverpool’s commercial income hit £324m last season, trailing only Manchester City (£340m) and Manchester United (£333m) among Premier League clubs, but the club’s leadership believes the US market offers untapped potential. Speaking during the club’s pre-season tour in Chicago, chief executive Billy Hogan highlighted the scale of opportunity: “The US is a really important market from our perspective. A huge fan base here, over 26 million supporters of the club.” The figure underscores why Liverpool are prioritising strategic investments in retail, where Paris Saint-Germain have already set a template with stores in Los Angeles, Miami, and New York—including a flagship outlet on Fifth Avenue that opened within 18 months of their initial launch.
Liverpool’s chief commercial officer, Ben Latty, confirmed the talks are progressing but not yet finalised. “Clearly, we’re not at the end of that because we haven’t opened anything or announced anything yet, but I’d say we are pretty advanced in terms of speaking to the right people,” he said. The club’s existing footprint spans 26 stores worldwide—Denmark, Hong Kong, Indonesia, Ireland, Singapore, South Africa, the United Kingdom, Bali, and London—with plans to exceed 30 by the season’s end. Latty stressed the need for targeted expansion: “We can’t expect our numbers to grow organically. We’ve got to work for them, and we’ve got to strategically put our investment where we think it’s going to return the highest revenue for us as a club.”
What comes next
The retail push is part of a broader commercial strategy that has already seen Liverpool diversify into new territories, from Indonesia to South Africa. But the US represents a step-change in ambition. No English club has yet committed to permanent stores stateside, with Manchester City’s efforts limited to pop-ups in Los Angeles and New York during the 2023 summer tour. PSG’s success in establishing a strong brand presence in America—particularly in cities with elite footballing cultures like Los Angeles and New York—will serve as a blueprint for Liverpool, who are keen to leverage their global fanbase of 26 million supporters.
This commercial initiative arrives as Liverpool navigate a transitional period on the pitch. Andoni Iraola’s early tenure has been marked by mixed signals, including a collapsed deal for PSG winger Bradley Barcola that highlighted the challenges of balancing ambition with pragmatism. After a “tale of two halves” in their 2-2 friendly draw with Leeds United, the club’s hierarchy will be acutely aware that financial muscle must translate into squad reinforcement. The retail expansion could provide the liquidity to fund such moves, particularly if the club secures a marquee signing, with Barcola remaining a priority target despite the setback.
The bigger picture
Liverpool’s commercial drive reflects a wider trend among Europe’s elite clubs to monetise their global appeal. PSG’s US retail strategy, launched five years ago with a Los Angeles store, has since expanded to Miami and New York, with the Fifth Avenue outlet becoming their largest outside France. Liverpool’s own accounts reveal a club increasingly reliant on non-matchday income, with their £324m commercial haul last season a record for the club under Fenway Sports Group ownership. Hogan and Latty are signalling that this is just the beginning: the US stores would not only drive merchandise sales but also deepen fan engagement, creating a virtuous cycle of brand loyalty and revenue.
For Liverpool, the stakes are high. The Premier League’s financial landscape is tightening, with clubs like Arsenal and Manchester United also eying US expansion. The Gunners, for instance, are reportedly closing in on Bruno Guimarães from Newcastle—a move that would further intensify the race for top talent. Meanwhile, Liverpool’s retail gambit could provide the financial headroom to compete, even as they weigh up whether to gazump rivals for a player like Barcola. With Manchester City’s commercial income still leading the league and United’s global brand firmly established in the US, Liverpool cannot afford to fall behind in a market where PSG have already proven the model works.
One thing is clear: Liverpool are no longer content to rely solely on traditional revenue streams. The US retail push is a calculated risk, but one that could redefine their commercial identity—and their ability to challenge for titles—over the coming years.
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