Liverpool names chief commercial director

Liverpool FC owners Fenway Sports Group (FSG) has named Billy Hogan as the club’s chief commercial director with a brief to boost the value of the global sports brand.


Hogan will be responsible for brand building and all revenue generating activity at the club such as sponsorship deals, merchandise and tours. He will report to managing director Ian Ayre.

The role is a newly created position and expands the remit of former commercial director Graham Bartlett, whose responsibilities were confined to brand building initiatives. The former Nike marketer left the club in March after less than a year in the job.

Hogan worked closely with Liverpool during his previous role as managing director of Fenway Sports Management, the marketing division of FSG.

He worked on the £25m per year kit deal with American sportswear manufacturer Warrior Sports and has also been a part of the team putting together Liverpool’s pre-season tour of North America.

Ayre, who was previously commercial director at Liverpool, says: “The role of chief commercial officer is a key role for the club as we continue to grow our commercial activity on a global basis and we were keen to appoint the right candidate who will be able to take the club to the next level of its development.

“Having worked at a senior level within Fenway Sports Management, Billy has been working alongside LFC for the last 18 months on a number of partnership projects and brings with him a rich pedigree of expertise and resource.”

The move is likely to provide a boost for the club’s ongoing stadium plans, which has seen little advancement since the American consortium took over the club 19 months ago.

FSG are currently overhauling the club’s executive team following a string of high-profile departures including, director of football Damien Comolli, head of sports medicine Peter Brukner and head of communications Ian Cotton.

Former Sports Illustrated senior editor Jen Chang has replaced Cotton, who was at the club for 16 years.

The appointments come as Liverpool’s brand value rose by 47% during the last season putting it ahead of rival Man City according to a new study by Brand Finance.

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