Yōkoso Minamino!
I usually centre my blog around discussing women and empowering leading figures of whom I idolise. I decided to do something slightly different today as a result of the announcement of the new Liverpool FC signing, Takumi Minamino.
As a fan and lover of the game, anyone loves a new signing. Regardless of whether you think they will or not be successful comes second. A new signing releases a fresh breeze of positivity within the air that all fans can buy into, with the hope of that signing achieving success.
However, this signing is exciting myself on far higher levels than just the player’s ability.
Firstly, a team that currently sits as reigning European Champions, top of the Premier League (And Undefeated), 10 points clear, and into the last 16 of the champions league. They have a tough task in even attempting to improve the squad. Any signing that comes into the club will face scrutiny, not just from the media externally, but the current group of players.
A £7.25 million fee is the perfect signing, and probably at the best stage of the season. Now, the current squad is refreshed with a new face, whom many witnessed his talents flourish on the pitch both at Anfield and at the Red Bull Arena in Salzburg. It is a signing that provides the necessary cover to one of the most prolific front three in Europe. It is a signing that if players begin to ease off the pedal during the all-mighty hectic Christmas period, they now have to think again. A new player with the hunger to prove his worth, and players will have to fight for their positions to be apart of a starting 11 which could well and truly create a historic season which would most likely shut the city of Liverpool down for at least a month.
Aside from the fan perspective, as a former Sports Business student, everything about this deal is exciting. Firstly, Liverpool over the last few seasons have discretely been expanding the brand. What is the one thing missing in Liverpool’s history? They have never had a player from Asia represent the Liver Bird. Until now.
Minamino will become not only the first Japanese player to wear the famous red jersey, but he will also become the first Asian in the history of the club. From a business perspective, this is huge. Not only does it open the door for a new Liverpool fan base (You only have to look at the new Japanese social media accounts), it is also an opportunity to compete on a global scale.
Liverpool in 2018 had a turnover of £455 million, of which £440 million came from within the UK. The recent additions of Nike's £70m kit deal, and Minamino, provide the groundwork for Liverpool to not only capitalise on a new revenue stream but lay the foundation for the club’s future sustainable dominance both on the pitch, and as a global super brand.
Liverpool launched the “LFCJapan” twitter account, and after merely a few hours, it had received 12 thousand new followers. The continued growth in such a short period illuminates the power that this signing can give Liverpool commercially.
Liverpool has the History and traditions that other competing clubs are envious of from a marketing perspective. Now, the current playing squad has expanded to representing a new continent. It will not surprise myself come mid-February if the club announces an Asia summer tour or new business partnership with the focus to continue the growth rapidly on an opportunity that is presenting itself.
A slightly biased and giddy fan/business perspective, but as far as I am concerned, Liverpool has the Egyptian King in Mohammed Salah, and now they quite possibly could have the Japanese Emperor, Minamino.
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