Ayre rules out Liverpool sales

Liverpool managing director Ian Ayre insists they will not be forced to sell their top stars despite reporting poor financial results.

Last Updated: 05/03/13 at 09:06 Post Comment

Ian Ayre: Adamant Liverpool won't be forced to sell stars

Ian Ayre: Adamant Liverpool won't be forced to sell stars

Liverpool's debt has increased to £87.2million after they posted a loss of £40.5m in their annual accounts.

The financial situation at Anfield has fuelled speculation that the club may be forced to cash-in on some of their top assets including Luis Suarez.

However, Ayre is adamant the club are under no pressure to sell anyone and that they will be looking to bolster the squad in the summer.

"We won't be selling anyone because of the financial position,' said Ayre. "If we are selling anyone, it will be because they are deemed by the manager to be surplus to his requirements and if that happens we will be replacing them and bringing new players in as we always do.

"There's no panic on our part. We feel that we are making progress and improving all the time.

"Our aspiration for the next couple of years, as the rules will dictate, is to break even and then to make a profit beyond that."

The Reds' debt rose by £21.8million in the 10 months between August 1 2011 to May 31 2012 - a restructured accounting period designed to bring alignment with the football season.

However, the loss of £40.5million was less than the £49.3million made the previous year and done against the backdrop of no Europa League action, although Liverpool did get to two cup finals, winning one.

With Brendan Rodgers' side currently seventh in the Barclays Premier League and European football far from a certainty next season, Ayre is convinced off-field performance - turnover rose by £5million - will help bridge any gap.

"It's good to see that even in a year where we have a downturn in fortunes by not playing European football, we can bolster our revenues by performing in other areas," he said.

"It shows that we have a very strong and growing business that sits behind the football club.

"And as we approach things like Financial Fair Play and that type of environment, that puts us in a very strong position."

The figures do not include the record £25million-a-season six-year sponsorship deal with kit manufacturers Warrior, which came into effect last summer and could net the club a similar amount through associated merchandising.

"We've had record sales of their products throughout this year," Ayre told liverpoolfc.com.

"We've also seen new sponsors come on board, notably Chevrolet and Garuda Airlines.

"If you have got a successfully performing team and you have got an infrastructure which we now have and the business ability to deliver revenue, then both of them coming together would be a fantastic solution for the football club all round."

Some of the deficit was as a result of investing heavily in the transfer market - and the costs associated with bringing in the likes of Stewart Downing (£20million) and Jordan Henderson (£16million) in the weeks preceding the accounting period - while offloading other players at a loss.

But with the club's owners Fenway Sports Group firmly focused on the impending arrival of Financial Fair Play, Ayre stressed there was necessary work to be undertaken.

"The key message for me is that we are continuing to transition to the point we have been working on for several years under this ownership - which is to continue to improve revenues and manage our cost base effectively," he said.

"The biggest cost base without doubt is player trading and player wages - but these accounts demonstrate that we are still working hard to improve that."

Related News

Most Commented

Readers' Comments

H

e made his power play to try and get Sheikhy to raise his wages or trade him to PSG. PSG were probably not interested and he is stuck with no cake and no vacation. @Jay_D> Surely you jest about FFP being real, right? All Platini is doing is making billionaries pay measly fines, so he and his cronies can get rich. If a fool can pay 50 mil for David Luiz, he will happily pay some fine to UEFA. FFP has failed as for it to succeed UEFA had to take it...

Synergy
Toure: I am staying with City

G

uess we can expect Toure's explanation of his behaviour around the same time Pete Townshend publishes his book then.

ceeps
Toure: I am staying with City

D

amn you Yaya, don't scare me like that! I only ate the icing. I didn't eat the soft and scrumptious middle - I will buy you another cake!

MCFC87
Toure: I am staying with City

Footer 365

Premier League: Raheem Sterling earns Liverpool 1-0 pre-season win over Olympiakos

Raheem Sterling scored a lone early goal as Liverpool claimed a 1-0 pre-season win over Olympiakos.

Premier League: Liverpool have signed Dejan Lovren from Southampton

Liverpool have completed the signing of Croatian centre-back Dejan Lovren from Southampton

Premier League: Belgium defender Jan Vertonghen set to remain at Tottenham

Jan Vertonghen says he wants to remain at Spurs and has confirmed he has been offered a new contract to stay at the club

Mail Box

Are Pre-Season Tours Really A Problem?

Are pre-season tours really a problem? Liverpool went to Australia last summer and it didn't prevent them from having a good season. Plus, thoughts on LvG and keepers...

It Isn't Easy Supporting Spurs, You Know

We have a long mail about the travails of supporting Spurs, plus Friday thoughts on Marko Marin, marketing, victory v beauty, travelling and vanishing sprays...

© 2014 British Sky Broadcasting Ltd. All Rights Reserved A Sky Sports Digital Media property