According to Sports Business Journal, Fenway Sports Group (FSG), the sports-related marketing agency created by New England Sports Ventures, is set to take an active role in Liverpool Football Club's sponsorship, marketing and licensing arrangements and aims to successfully replicate the commercial strategy that the Boston-headquartered company has employed with the Red Sox.
FSG president, Sam Kennedy, one of several NESV executives involved in the company's successful takeover of the Premier League club last month, admitted there was a "tremendous amount of two-way leverage” in NESV’s acquisition of Liverpool. “Having Liverpool is unquestionably a big, powerful and important asset to have as we talk to blue-chip companies.”
Kennedy, who has been credited for securing long term naming rights deals for the EMC Club and the State Street Pavilion at Fenway Park as a result of FSG's work with the PGA Tour Deutsche Bank Championship, is optimistic that similarly lucrative commercial arrangement deals can be arranged for Liverpool through the company's dealings in other international sporting fields.
"That’s the type of collaboration we try to foster, and we see that happening certainly with Liverpool as well, and now on an even more global scale,” Kennedy added.
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Although Liverpool's commercial director, Ian Ayre, will continue to control the club's operations, Kennedy, FSG managing director Billy Hogan and NESV executive Joe Januszewski, the man who reportedly acted as a catalyst for NESV's takeover of Liverpool Football Club, will work closely with Ayre to try and expand Liverpool's commercial dealings.
“Ian has done a tremendous job in his short time there of revamping the commercial operations,” admitted Kennedy. “He and his team have dramatically increased revenues since his arrival just three years ago.”