Liverpool’s 2024/25 Premier League title is truly a memorable achievement. Their last win in 2019/20 was muted as it was in the midst of pandemic and with no fans around, any celebration is halved. Mo Salah ecstatically stated “winning the Premier League title this season with Liverpool was 100 per cent better than the first time because it was in front of the club’s fans”.
Celebrations aside, this title win is a testament to the stability and foundation laid by Jürgen Klopp in his tenure from Oct 2015 to May 2024. Although it is just their second Premier League title (since the league was established), Liverpool also match Man Utd’s record of being English champions 20 times.
Fun fact, Liverpool’s title win completes a set of Fibonacci Sequence consisting of the number of times any club has won the Premier League. What is it if you ask? It’s a sequence where each number (after the first two) is the sum of the previous two. Premier League wins by clubs is exactly that:
- Blackburn Rovers – 1
- Leicester City – 1
- Liverpool – 2
- Arsenal – 3
- Chelsea – 5
- Man City – 8
- Man United – 13
Interesting, isn’t it?
Coming back to our blog, here we look at the two key factors that has grown over the years to make Liverpool a world-class club, revenue and associated financial factors and brand strength.
Revenue Growth
Liverpool FC, one of the ‘big six’ clubs in Premier League, has consistently been amongst the highest revenue generating clubs in the world. The list compiled by Deloitte, Football Money League, features Liverpool within the top 10 since 2014/15. The total revenue has been growing at a 6% CAGR from €392mn in 2014/15 to almost double of €715mn in 2023/24. Each revenue stream has played its role in aiding the overall growth.
Matchday revenue, used to contribute 19% share in 14/15 still contributes almost 18% of total revenue but has increased its value substantially. This was made possible by the two step stadium development in Anfield increasing seating capacity from 45,362 in 2010 to 61,276 in 2024 with plans for further developments.
The biggest change has been the decrease in dependence on broadcast income and increase in share of commercial revenue. In 14/15 broadcast revenue stream contributed 42% of total revenue and commercial revenue, 39%. Cut to 23/24 where share of broadcast revenue stream is now down to 34% and commercial revenue stream’s share shoots up to 48%. That’s a strong reinforcement of belief in the commercial value of Liverpool FC.
One other area where Liverpool does exceedingly well, is to keep a check on the wages to revenue (W/R) ratio, a key performance indicator used in measuring the financial sustainability of the club. It is recommended to be kept at a maximum 70% by UEFA as a part of the financial sustainability regulations, to limit a club’s spending on wages, transfer fees and other player and coach costs. The fact that Liverpool has been able to keep a complete check on the W/R ratio by hovering around the 64% mark since post-pandemic is another example of financial prudence. That is despite the fact that Liverpool’s net transfer balance is almost negative €500mn and having a squad whose market value as of 2025 is almost a billion Euro.
Brand Valuation and Strength
Over the last 10 years, the sustained revenue growth has helped Liverpool see its brand valuation jump a whopping 300%! As per Brand Finance, who has been annually releasing the list of most valuable and strongest football club brands, the brand valuation of Liverpool FC in 2014 was €345mn and ranked 8th in the list of top football club brands. This jumped to €1.38bn in 2024 and ranked 5th.
This also coincided with the jump in club valuation too. As per Forbes, the club valuation leaped from $982mn in 2015 to $5.37bn in 2024, hold your breath, a 447% leap! The same list from Forbes ranks Liverpool FC as the 4th most valuable football team in the world.
The other very important factor pertaining to club as a brand, is what is known as ‘brand strength’. Brand strength can be directly corelated to the extent of fan support. As Brand Finance puts it, ‘as football clubs extend beyond their local municipalities, into far reaching countries, searching for additional revenue and profits, it is the strength of their brand that attracts supporters, commercial sponsors, and ultimately differentiates one club from another’. Liverpool FC has consistently grown from a brand strength of 92.1 and 5th rank in 2019 to a super-strong 93.7 and ranked 2nd strongest football club brand in 2024. It is not surprising that the club has experienced a strong growth of 41% on social media followers too from 106.9mn cumulative followers on Facebook, Instagram, X (formerly Twitter), YouTube and TikTok in Dec-21 to 150.8mn in Dec-24.
Liverpool FC has been consistently proving to be a strong football club, both as a brand and on-field performance.
In Conclusion
Liverpool FC’s journey is on a steady and consistent path. The stability and strength brought by Klopp is now being seamlessly taken forward by Arne Slot. If we consider the 24/25 season under Slot to be a trailer, then the upcoming movie sure seems to be a big business.
Wishing Liverpool FC a very bright and growing future!
