For Liverpool, unlocking new commercial avenues and growing revenue streams takes on greater significance than it possibly does at some of their rivals.
The Reds, under the ownership of Fenway Sports Group, have long followed the mantra of spending within their means, something that has come to challenge the patience of some fans in more recent times given the relentless spend of some of those clubs with whom they battle for silverware.
Record revenues of £594m were posted for the most recent financial year, 2021/22, although the costs involved with the running of a club that operates at the top level domestically and on the continent were demonstrated by the fact that the profit before tax was just £7.5m, following a major wage rise of £54m - taking it to £366m - that swallowed up a large chunk of cash.
