Category: News - Art and Sport Web

Nothing is a coincidence: why Liverpool signed with Warriornada is a coincidence: why Liverpool signed with Warrior

Mucho se volverá a hablar de la avanzada de los magnates del petróleo y el gas sobre la Premier League de Inglaterra ahora que, finalmente, el Manchester City ganó de manera inlvidable su primera liga en décadas.Pero no tanto se habla, sin embargo, de otros capitales tan extraños al mundo del fútbol como los árabes, rusos o malayos, pero mucho más familiares para los británicos: nos referimos a los distintos grupos empresarios estadounidenses que controlan ya el 25% de los clubes de la máxima categoría del fútbol inglés, entre ellos dos de los más grandes: el Manchester United y el Liverpool FC.

This other advanced on the other side of the Atlantic took much more visibility in midnight last Friday when Liverpool FC, owned by the Fenway Sports Group since 2010, presented the new shirt of the until now unknown American brand Warrior Sports for its official website for the next season.

The contract between Liverpool and Warrior had officially communicated in January of this year, but, although the news was shocking at that time due to the record amount stipulated in it, the essential was still missing: that both the club and its new supplierTechnique will demonstrate that they could launch a clothing according to the stature of Liverpool.And while fans and the press in general have positively valued the brand new jacket, it remains to be seen if Warrior will have the appropriate logistics to match or overcome the huge sales figures reached by Anfield's with Adidas, its previous brand.Recall that Liverpool annually sells about 900.000 T -shirts around the world, figure only surpassed by Real Madrid, Barcelona and Manchester United.

Precisely, the final traumatic of the relationship between Liverpool and Adidas raised many suspicions in the market.Once the brand of the three strips publicly recognized that it would not match the 25 million pounds per year offered by Warrior (record figure for the Premier League, since it exceeds the 23.5 million that Nike currently pays to Manchester United), theStatements by Herbert Hainer, CEO of Adidas, sounded particularly derogatory: "We believe there is no balance between what Liverpool asks and what it offers," he said before the media.Just a euphemism not to say "if you want money, turn around".

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The withdrawal of Adidas led everyone to look at the ignot six years.

However, it should not underestimate Warrior so much.The brand was founded in 1992 by David Morrow, a notable Lacrosse player, and established his central offices in the city of Warren, Michigan.Although the Lacrosse is one of the many sports that we do not even understand, the truth is that in the United States it is an increasingly popular discipline, so very soon Warrior specialized products reached excellent sales figures.And so it was that New Balance, the traditional running footwear firm located in Boston, decided to take advantage of this kind of lacrosse boom and bought Warrior in February 2004.With the impulse of his new owners, Warrior ventured into the ice house market, sport with which the Lacrosse is evidently related, and thus the brand was increasingly standing out in his country.His first contact with football was in 2007, when he acquired the Brine Sporting Goods, a well -known brand in the small atmosphere of the local soccer, ball producer, archer gloves and protections.

So much so, nothing suggested that Warrior could go out to the great world football stage.And yet, it happens in truth that the agreement with Liverpool is really part of something broader.This is a kind of strategic alliance between New Balance and its Bostonian neighbors of Fenway Sports Group (FSG), a corporation that, in addition to Liverpool, owns Roush Fenway Racing (a Nascar team) and the Boston Red Sox, oneof the most popular teams and with more American baseball history.The alliance between the two companies was formalized on April 4, 2011, with the signing of a contract that makes New Balance an official footwear sponsor and the Red Sox clothing.Of course, New Balance raid in the field of baseball is as novel as that of its Warrior subsidiary in football, but shows that New Balance has faced an ambitious world expansion plan by the hand of these two brands and FSG.It should be noted that New Balance was never a brand characterized by sponsoring individual athletes, but that it always leaned over to invest in institutional sponsors or in the formative and amateur estates of sport.The agreements with Liverpool and the Red Sox do not seem to have altered this strategy, since so far no star of these teams has any relationship with Warrior or New Balance.

The American owners of Liverpool are delighted with the agreement with their neighbors of Boston.Not only because now they have the most lucrative sponsorship contract of the Premier League, but because, from nowthat the club will do it directly.This was precisely one of the reasons why the relationship between Adidas and Liverpool worn so much, since the terms of the previous contract reserved the German brand for the exclusivity of merchandising management and the operation of the official stores of the club.In Anfield, the leaders have already put calculations and estimate that, with an expansion of the points of sale and adequate management, the club could raise another 25 million pounds more annually.In this way it seems very simple, but it should be considered that other important clubs in Europe usually prefer to leave the "complete package" to sports brands that sponsor them.And not only the clubs: recently, the Italian Football Federation announced the signing of a strategic alliance with Puma, alliance that makes the German brand in charge of the management and license of the assets of the Federation Portfolio.

Thus, once the design of the new Liverpool T -shirt, the only complaints have come from Hillsborough Family Support Group (HFSG), the Committee to help the relatives of the 96 Liverpool fans died in disaster in the disasterof the Hillsborough Stadium of April 15, 1989.It happens that the version of the club's shield chosen by Warrior for the new jacket is the one used until 1987, only with the Liver Bird and the acronym L.F.C.In this way, the two small flames that flank the shield since the 1994 version in tribute to the dead of Hillsborough were located separately in the back of the garment, just below the neck, with a number 96 that remembers the amountof victims.

Despite the complaints of the Committee, a club spokesman denied that the relatives have not been notified of Warrior's initiative, and said that they themselves accepted the location of the new reminder.On the other side, a group of Hillsborough Justice Campaign (an organization that still continues to investigate the development of the tragedy) promised to carry a boycott to the new shirt.

With this Warrior launch as a new technical sponsor of Liverpool, it only remains to wait for consumers reaction and the operation of distribution and sales networks.The next chapter of the advanced American on the Premier League will be very soon, when Under Armor, a brand as young as Warrior but with some minimal experience in European football, concretizes its landing in English lands as a new supplier of Tottenham Hotspur.