Growing the Liverpool brand globally has been a key part of the club's commercial strategy in recent years.
This summer the Reds have been on their first pre-season long haul tour since 2019, before the pandemic hit, as they seek to reach out to their legions of fans across the world and provide them with the kind of physical presence that they can't do during a regular Premier League season.
It has its commercial benefits, of course. The Standard Chartered extension to the main shirt sponsorship deal, worth more than £50m per year, was inked out on the tour of Southeast Asia, while existing partners were able to tick the boxes of their initial deals by having Liverpool present, while the commercial team were hard at work linking up with potential partners, too.
