Liverpool are reportedly closing in on plans for a lucrative pre-season tour of Japan and Hong Kong next summer, with the potential to generate up to £10 million in revenue.
This development, revealed by former Everton CEO Keith Wyness, has stirred discussions on the commercial benefits of such tours compared to the hefty sums earned by participation in global tournaments like the Club World Cup.
Wyness highlighted the financial potential of the proposed tour. He suggested that while it offers a notable boost to Liverpool’s coffers, the earnings are unlikely to rival the estimated £60 million that clubs like Manchester City and Chelsea are expected to secure from their Club World Cup involvement.
Reports from The Athletic on December 11 indicated that Liverpool are actively negotiating fixtures in Japan and Hong Kong. If confirmed, this would mark Liverpool’s first visit to Japan since their narrow 1-0 defeat to São Paulo in the 2005 Club World Championship final in Yokohama. Similarly, it would be their first return to Hong Kong since 2017, when they participated in the Premier League Asia Trophy, competing against Crystal Palace and Leicester City.
Wyness, now a football consultant advising elite clubs, emphasized the commercial opportunities available in Asia, particularly in Japan, where Liverpool could strike significant sponsorship deals. “In Japan, Liverpool could have some very serious sponsorship agreements tied to this tour,” he noted, adding that the absence of Club World Cup commitments affords the Merseyside club the flexibility for such a pre-season venture.
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However, Wyness tempered expectations regarding the financial scale of the tour. “A tour to Japan or Hong Kong won’t come close to the revenue of a Club World Cup appearance,” he explained. “We’re looking at somewhere between £5-10 million, which, while substantial, pales in comparison to the £60 million figure associated with the Club World Cup.”
Liverpool’s global brand remains a powerful draw, and Asia has consistently been a fertile market for Premier League clubs to expand their reach. The proposed tour would not only serve as a valuable revenue stream but also as a means of reconnecting with their international fanbase. The club’s extensive following in Japan and Hong Kong, cultivated through years of success and memorable matches, makes this a strategic move both financially and culturally.
In addition to the monetary gains, pre-season tours offer clubs an opportunity to solidify commercial partnerships, boost merchandise sales, and strengthen their presence in key international markets. For Liverpool, the potential to secure “serious” sponsorship deals in Japan could provide a significant long-term advantage.
The timing of this tour aligns with the club’s summer calendar, as Wyness pointed out that Liverpool’s absence from the Club World Cup frees up their schedule. This strategic decision allows them to focus on maximizing off-field revenue opportunities while preparing for the challenges of the upcoming season.
Returning the Enthusiasm
Reflecting on Liverpool’s previous visits, their 2017 trip to Hong Kong saw them compete with familiar Premier League rivals, reinforcing their appeal in the region. A return to such a stage, combined with high-profile fixtures, could reignite local enthusiasm and further cement the club’s standing as one of the most globally recognized football institutions.
Despite the potential financial disparity between the pre-season tour and the Club World Cup, the broader benefits for Liverpool cannot be understated. The tour represents an opportunity to enhance the club’s profile in Asia, deepen connections with fans, and explore untapped sponsorship avenues that could bear fruit well beyond the initial revenue estimates.
While fans eagerly await confirmation of the fixtures, Liverpool’s focus remains on leveraging their global reach to remain competitive off the pitch. The proposed tour, though modest compared to the Club World Cup in financial terms, is a step in the right direction for a club keen to balance commercial success with footballing ambition.
In related developments, Liverpool’s transfer plans continue to make headlines, with reports suggesting interest in a potential signing from Chelsea. As the club navigates the complexities of pre-season planning and squad reinforcements, it is clear that Liverpool are leaving no stone unturned in their pursuit of success both on and off the field.