While success on the pitch "no doubt bolsters Liverpool's marketing activity and provides it with a positive narrative," everything the club does "must extend" beyond matchdays if Liverpool "is to tap into" its growing global fanbase, according to Erin Lyons of MARKETING WEEK. Liverpool CCO Billy Hogan said that it is "vital to have the backing of the players and the team in what it does from a marketing and business perspective." He added, "We've had great support from our Manager, Jürgen Klopp, and the first team in terms of how we operate on the business side and how the football side operates. [Klopp] is incredibly supportive of our partners and what that means." Last week, Liverpool revealed a record pre-tax profit of £125M in '18. Hogan, however, said that the resurgence has not "happened overnight." He said, "Our goal is to always have success on the pitch and to compete at the highest level we can, which is something we've been working on since Fenway Sports Group bought the club back in 2010." Liverpool has 28 corporate sponsors, including "female-focused cosmetics company Avon." The Reds' partnerships include a 25-year agreement with Carlsberg and a training kit deal with BetVictor which is about to expire. Liverpool declined to comment when asked whether it would "think twice in the future about partnering with a gambling brand." The club also declined comment on "the commercial opportunities in women's football and what Avon has brought to the club" (MARKETING WEEK, 2/12).
