John Clark will takeover as senior vice president of FSG, with the main purpose of transforming the sponsorship deals across the portfolio of the company, which includes Liverpool.
Clark goes into the role with a solid 18 years of experience in sponsorship sales and he could dramatically increase the amount of cash running through Liverpool from commercial sources.
Liverpool’s main rivals Manchester United are the perfect example of how big money sponsorship deals can develop and enhance revenue streams for a club, creating a surplus of cash which can be invested back into that club.
The news is very significant for Liverpool because they are a side looking to work very hard to break even and put themselves into a position where they could meet any financial restrictions and regulations imposed on competitions relevant to them.
The obvious benefit of transformed sponsorship deals for the fans is that Brendan Rodgers may have slightly more cash in the bank, which he can used to improve the side.
The knock on effect of that is that it gives the club a better chance of getting into the top four, which then opens up the financial benefits of broadcasting and sponsorship related to the Champions League.
It will also help Liverpool to be able to reinvest in their already impressive youth structure, which will make the production line of teenagers going into the first team even more sustainable.
Clark has ties in major American sports the National Football League and the National Basketball Association, which means he should be able to find a variety of new sponsorship opportunities for the club.
The worry for the fans is going to be the same worries they had towards John Henry earlier in the season, the fact that someone who could transform the shape and fortunes of the club will not be very present at Anfield at all.
Clark will work out of a Boston based office which can only lead to the natural assumption that American sports, companies and clients will take precedence over the club.
However, Henry reacted to that criticism earlier this season pointing to the fact that Liverpool are an established, huge and globally respected club and commercial brand.
He’s also stated a recent desire for the club to be able to financially sustain itself over the long term and this is a deal, which will help them to do that.
It’s impossible to put a figure on how much cash Clark could generate for Liverpool but his experience and success in sponsorship sales means he can move the club forward in big ways.
Good news for Liverpool? Are you worried that he’s working in America?
image: © kevinzim