Inside Liverpool FC: Billy Hogan on the new kit and the importance of touring

2 May 2013 | Posted in Features - Opinion - Guest Blogs | By Michael Long | Contact the author

Inside Liverpool FC: Billy Hogan on the new kit and the importance of touring

In the second instalment of our Inside Liverpool series, which delves into the inner workings of one of English soccer’s most historic clubs, Billy Hogan, Liverpool's chief commercial officer, outlines the commercial importance of pre-season tours, as the club unveils it's new kit.

Today, we reveal our new home kit for the 2013/14 season. Warrior, our partner adopted the strap line – RISE UP – for next season’s campaign. We, at the club, feel the strap line is very fitting because it describes the process of transformation we are going through at Liverpool Football Club and our goal of continuing to improve both on and off the pitch.

We are very excited about Warrior’s new kit; it is a modern take on the 1983/84 kit worn during the club’s fourth European Cup win in Rome.  Warrior has done a tremendous job with the first two home kits. They’ve designed shirts that pay respect to the history and tradition of success at LFC while also incorporating modern design and technology. We are confident the players and fans alike will pull this kit on with pride.

Establishing new partnerships, like our one year old partnership with Warrior, is a key area of growth for us as a business. On the commercial side of the club we are focused on generating increased revenues through various areas of the club, this will ultimately mean that we can invest further on the pitch. We are currently working hard to build a sustainable infrastructure to our core revenue departments, including merchandise, partnerships, digital media, ticketing and hospitality.  

"We are confident the players and fans alike will pull this kit on with pride."

As Paul Rogers mentioned in his blog two weeks ago we’ve recently launched a programme to communicate more directly and effectively with the LFC global fan base. This is an important project which is focused on trying to bring the club closer to the LFC family across the globe.

One way we’ve been doing that over the last several years is through our pre-season tour.  There is no better way to bring the club closer to the fans than our first team tours. Last month we announced the first three stops of the Liverpool FC Tour 2013 presented by Standard Chartered, Indonesia, Australia and Thailand. Just last week the club made stops in Melbourne, Bangkok and Jakarta to hold press conferences, reaching out to local media and fans, confirming our fixtures against the Indonesian XI, Melbourne Victory and the Thailand national team.

We realise that many LFC fans won’t make it to Anfield to see the first team play so we work very hard to bring the team to as many new markets as possible as well as maintaining close relations with markets we have already visited. We are thrilled to be visiting Australia and Indonesia for the first time this summer and Thailand for the fourth time.   

Our tour helps us continue to grow our fan base but also allows us to provide additional benefits to current and new regional partnerships in the region. Great examples would be Honda motorcycles in Thailand and Garuda Indonesia who have been steadily activating their partnerships in the local markets keeping fans connected to the club. During the tour they will ramp up their activity and deliver a number of exciting events. Their activation will continue long after the club leaves the region and this is all part of a successful regional partnership.

This month I will have been with the club for a year. In my short time here I have been impressed with the passion and size of our supporter base – whether on Merseyside or in Jakarta, the LFC Family is incredibly passionate about the club. That passion helps fuel all of us who work here, encouraging us to continue to work hard, delivering on the commercial side to help the football side. We are one club with an incredible family of fans and we’re focused on returning Liverpool to a position of constantly competing and winning trophies.

Inset photo: Liverpool legend Ian Rush poses with the club's new 2013/14 home shirt.

The next instalment of our six-part Inside Liverpool FC series, which will be provided by Matthew Baxter, the club's chief media officer, will be published in two weeks' time.


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