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Liverpool Set Goal of Becoming “Self-Sustaining” Football Behemoth

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Invest, find ways to outperform, reinvest, and do it again until you’re at the top. That, says Peter Moore, is the goal.

New Signing Mohamed Salah Takes a Tour Around Anfield Photo by Andrew Powell/Liverpool FC via Getty Images

Liverpool have their goals, priorities, and a “barometer of success” according to CEO Peter Moore. From the support staff to the playing staff, both on and off the pitch, there are targets they have set themselves. And at the very top of that list is a Premier League title.

“I think that is what our fans want,” Moore told the Press Association. “We were so close last year, 97 points, and in any other year we would have won it. But the club goes on and I think that would sit alongside our Champions League triumph as the barometer of success.

“Ultimately that is what our fans want and that is what we need to deliver. What Liverpool had to do was bring in a world-class manager, which we have; bring in a world-class squad, which we have; play exciting football, build financial security at the club. We’ve done that.”

The club have come a long way over the past decade, from the mismanagement of Tom Hicks and George Gillett to the arrival of Fenway Sports group and, finally, the installation of people like Jürgen Klopp, Michael Edwards—and Moore himself—to guide the project.

The goal for Moore, in the end, is always to turn success into reinvestment in the club. To find ways to outperform other clubs with similar resources and investment. To turn that overperformance into more revenue and greater resources. And then to do it all over again.

“When we look at the health of the club, our revenues have doubled in the last five years and been reinvested,” Moore added. “We have steadied the ship from some dark days nine years ago. We take great pride in our business model: a self-sustaining football club.

“You drive revenues as best you can to invest on the pitch and that investment pays off and global sponsors and advertisers want to be a part of that which will again drive investment on the pitch. That is the modern business model for high-performing football clubs.”