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1. Home
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3. Football
4. Liverpool FC
Sport
WHAT IT MEANS FOR LIVERPOOL AS FSG 'DOUBLE DOWN' ON INVESTMENT PLANS IN 2022
Liverpool owners FSG will be seeking a number of opportunities in 2022
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By
Dave Powell
* 05:00, 4 JAN 2022
* Updated08:33, 4 JAN 2022
Sport
Blood Red: The FSG Power Structure at Liverpool FC | Explained
Blood Red: The FSG Power Structure at Liverpool FC | Explained
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The FSG Power Structure at Liverpool FC | Explained
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For Liverpool owners Fenway Sports Group the last 12 months had been something
of a rollercoaster.
The start of 2021 saw FSG come under fire from Reds fans for their inaction in
the January transfer window, something that so very nearly cost them a lucrative
place in this season's Champions League.
In March came the arrival of $750m worth of investment from US-based RedBird
Capital Partners, with FSG giving away 11 per cent of their business empire to
RedBird, with the fresh capital earmarked for infrastructure development with
both Liverpool and the Boston Red Sox baseball team, as well as acquisitions of
other sporting teams further down the line. The Reds got work underway on their
redevelopment of the Anfield Road End while, in Boston, FSG poured millions into
their regeneration of the real estate surrounding the Red Sox's Fenway Park
Stadium.
READ MORE: Liverpool do something Man City don't as title difference exposed at
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But the events of April 2021 would provide the nadir of FSG's tenure thus far as
they and five other Premier League clubs linked up with a dozen of European
football's biggest hitters to agitate for the formation of a European Super
League.
It was presented late on a Sunday evening through an organised social media
campaign and shook football to its core. But within 48 hours of them announcing
their grand plans the plot had unravelled as supporters, governing bodies and
the wider football family unanimously rejected the proposals, leading to an
embarrassing climbdown from Liverpool and eight others involved. Real Madrid,
Barcelona and Juventus remain committed.
FSG's stock had already been pretty low at this point with many Reds fans for
the perceived lack of investment in the first team, but so unpopular the idea,
one that hadn't had any fan consultation, that it appeared that there may be no
way back.
John W Henry, FSG's supremo and Liverpool's principal owner, issued an apology
via video to Reds fans, and the ownership then opened themselves up to
engagement with the Reds' supporter groups, most notably Spirit of Shankly,
which resulted in a historic agreement reached last month that allows for
greater fan representation at board level and a need for consent to be given by
the newly-elected Supporters Board for any plans for Liverpool to join a
breakaway league in the future.
But while the ESL debacle was a low point, FSG kicked their own plans for 'FSG
3.0' into gear and took a stake in LeBron James and Maverick Carter's SpringHill
Entertainment company in October, before sealing a deal to acquire the
Pittsburgh Penguins NHL ice hockey team in late November, a deal that saw the
Penguins valued at around £630m.
It was quite the 12 months for FSG, one of their most active since acquiring the
Reds as their business strategy for the future began to play out.
Of course, with the riches that had been promised with the formation of the ESL,
that was seen as a part of that future strategy. But with that off the table FSG
have focused on growing their business and investing in infrastructure that
would allow them to drive revenue streams higher, something that is vital to the
success of their sporting teams.
But what might 2022 look like for FSG, and how might it impact Liverpool further
down the line?
Last year FSG partner and president of the Red Sox, Sam Kennedy, who played a
significant role in the deal to purchase Liverpool back in 2010, spoke about
"FSG 3.0" and what the future of the firm looks like heading into its third
decade. And while there the rumour mill may have suggested that FSG may look to
sell off assets like Liverpool, Kennedy is adamant that the opposite is true and
that this year will see them "double down" on their commitment.
"I think this kind of talk pops up frequently in different markets with
different sports ownership groups and teams," explained Kennedy, speaking on
MassLive's 'The Fenway Rundown' podcast last year.
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"It is unusual that a partnership has lasted so long, 20 years now, and we've
had some really exciting things happen and some great success.
"I was surprised when I was asked because we are so into everything that we're
doing and I can tell you that, especially given the (RedBird Capital Partners
investment) deal, if anything you will see a renewal and commitment to Fenway
Sports Group as a business.
"We're tripling down, we're entering our third decade together and we're calling
it FSG 3.0 and are trying to reinvent ourselves, reimagine the business, think
about ways we can grow and take on new opportunities.
"I can say with 100 per cent certainty that John Henry and Tom Werner are not
selling Fenway Sports Group. We are looking at some strategic partnerships and
investment from third parties but not looking at a control sale."
And at the start of a new year that statement is expected to hold true.
Having brought in outside investment via RedBird and taken a stake in
SpringHill, as well as having acquired the Penguins, FSG are understood to have
their eye on growth over the next 12 months, will selling parts of the business
not on the agenda, particularly when you consider that Liverpool remains their
most valuable sporting team with a valuation of over £3bn.
More teams will likely be on the agenda, as will investing in more businesses
that will provide a simpatico relationship with the teams that they already own.
In the case of SpringHill it is expected that James and Carter's business will
link up with Liverpool and the Red Sox at some stage to try and enhance their
global appeal and reach through digital storytelling.
With regards to new teams it has been a pretty open secret that FSG are keen on
acquiring an NBA franchise at some stage, and that could manifest into something
concrete in 2022.
The NBA has huge global appeal and drives enormous revenues but the valuations
of teams isn't as prohibitive as it is in the global American football spectacle
that is the NFL.
James, who owns a one per cent stake in FSG after converting his two per cent
holding he had in Liverpool since 2011, has long been interested in NBA team
ownership, something that Michael Jordan stepped into when he finished his
career on the hardwood. And while the 37-year-old continues to be a stellar
performer for the Los Angeles Lakers it seems logical that he would be a major
part of the thinking when it came to potentially acquiring an NBA team in the
near future.
Then there is the potential to add more football teams to the FSG empire,
something that could have benefit for the Reds through various efficiencies,
such as getting game time for talent in different environments, being able to
keep talent in-house abroad that may have otherwise been prohibited through
tougher regulations on the signing of players from Europe after Britain's exit
from the European Union.
Acquiring a Governing Body Endorsement (GBE) is slightly less problematic when
it comes to the South American market, and with FSG having been linked to
Brazilian sides Cruzeiro and Botafogo in recent weeks, the former having since
been acquired by Brazilian legend Ronaldo and the latter set to be acquired by
Crystal Palace shareholder John Textor, it is a market that offers potential for
FSG and Liverpool. Valuations of teams are comparatively low, the interest in
the clubs from fans is enormous and the talent pool that could aid player
trading further down the line is vast.
There is also the potential for FSG to explore different markets that could have
a knock-on effect for Liverpool.
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With technology and sport continually seeking ways that it can be integrated and
then monetised, the possibility of seeking opportunities with firms that develop
virtual reality software and artificial intelligence that could be used to
provide a virtual Anfield experience for the legions of Reds fans around the
globe who may never get the chance to experience it in person is one that is
appealing.
Of course the question for Reds fans will, understandably, come back to how much
would any of these moves impact a transfer budget and allow them to keep pace
with the likes of Manchester City and Chelsea.
FSG have been clear from the start that success would have to be sustainable and
pay for itself. The investment that has arrived directly from FSG in the past
for the redevelopment of the Main Stand was done so for the longer term benefits
of satisfying ticket demand and raising corporate hospitality revenues, two
things that both impact the Reds' ability to spend money on their first team
affairs.
It is unlikely that it is a strategy that changes, but finding new ways to bring
in income and leverage their global appeal the challenge that they will continue
to take on in 2022. Whether it is operating more football clubs to aid their
player trading efforts, or finding ways to maximise the revenue potential of a
global fan base, 2022 will likely be another busy year of investment and
acquisition for the Liverpool owners.
Liverpool's continued success is increasingly important to maintaining their
most valuable asset and maximising the financial benefit. With limited transfer
spend over the past two years it will be a key element of their future strategy
to find ways to invest into the team without sacrificing cash flow, and that is
no easy challenge.
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SkelmersdalePolice have released more information about a dramatic car crash in
Skelmersdale
Merseyside Police issue fresh warning over illegal use of e-scooters
Liverpool NewsIt is an offence to ride them on public roads
Man in his 20s dies in motorcycle crash
WirralHe was left in a critical condition following the crash and then died in
hospital
'Despondent' woman rescued after reports of concern for safety
SeftonThe woman was rescued after quad bikes and a drone were deployed
Harry Potter fans discover magical iPhone hack using Siri
Harry PotterThe trick has also been found to work on Samsung and Google
Assistant
Gogglebox star announces he's moving to new TV show
GoggleboxThe fan favourite said he has 'loved every minute'
Historic Castle Street bank could become hotel, restaurant and bar
Liverpool City CentreThe former NatWest Bank closed its doors in 2017
Boris Johnson announcement today - what time and how to watch speech?
Boris JohnsonSir Chris Whitty and Sir Patrick Vallance will join Boris Johnson
Appeal after body of man, 58, found in house
WirralPolice are trying to find the man's relatives
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