The £2.8m (4%) growth in commercial revenue to
£80.2m (€99.1m) is driven largely by the impact of the
new six-year kitsponsorship deal with Warrior Sports,
worth a reported £25m per year and among the most
lucrative in world football. Along with the shirt
sponsorship deal with Standard Chartered, the Warrior
deal underlines Liverpool’s commercial potential,
although Manchester City’s agreement with Etihad has
helped them overtake Liverpool as the second highest
earning English club from commercial sources, behind
Manchester United. Several new global commercial
partnerships were announced in the summer of 2012,
including Chevrolet, Paddy Power and Garuda Indonesia,
asthe club’s American owners continued their attempts
to fully leverage Liverpool’s global brand.