Liverpool FC News: Ther Reds are embarking on the second phase of a commercial plan to ensure off the pitch achievements are in keeping with the club's trophy laden heritage.
Silverware has always been the barometer of success at Anfield.
However, Liverpool have not won a trophy since 2006 and it has been 20 years since they last won the league.
Nonetheless, as Ian Ayre marks time on his third anniversary at the club this month, the commercial director is positive about what the future holds.
“We all hope that we can get back to winning,” said Ayre.
“One thing that’s for certain is when we get back to sustained winning you can be absolutely certain we’ll be ready to maximise that opportunity.
“In 2005 when we won the European Cup, it was argued that the club had not made the most, commercially, of that.
“Certainly, as long as I’m here we won’t be in that situation again.”
With a brief to transform the club's under-performing revenue streams, Ayre pinpoints the £80million four year sponsorship deal with Standard Chartered as the culmination of the first phase of his restructuring programme.
The most lucrative sponsorship deal in English football was struck last October and began on July 1. Meanwhile, Ayre has been instrumental in taking Liverpool's catering, merchandising and TV channel in house, the latter from Granada who initially produced the station.
“This is the end of Step 1,” said Ayre.
“My team's in place, our rights are back in house, we've got big tickets partners in adidas, Carlsberg, Thomas Cook, Bank of America and Lucozade among the others.
“I joined in the August, three years ago, and while there were lots of good people working at the club, there was a lack of cohesion at management level, and confusion in terms of the commercial approach.
“My responsibility was to look at everything from tickets, catering and banqueting to digital, TV, the website, sponsorship, anything that generates revenue.”
With commercial revenues that now outstrip any of the club’s closest rivals as a percentage of all income, Liverpool are also way out in front in terms of club broadcasting, digital media and online services.
“We're very pleased with the TV figures,” says Ayre. “But it's our website which is the most important tool for the club outside the team itself.
“As we move forward we'd also expect to localise a lot of our content, tailored for the different specific markets, including different languages. It's a great way to use the vehicle of the internet to communicate with supporters everywhere.”
“Everyone thinks the Premier League is huge in Asia,” he says.
“Well the coverage is huge, but the clubs that are huge are Liverpool and Man United. We're by far Adidas's biggest asset, as I'd guess that United are Nike's biggest.
“If you've spent many years living in Asia as I have, then you'll see it.”