Liverpool FC and Everton FC chiefs Ian Ayre and Robert Elstone reveal thoughts on future of both clubs
EVERTON FC cannot redevelop Goodison Park and Liverpool FC will not announce its stadium plans until a “responsible” way to raise finances has been found, club bosses said.
Blues chief executive Robert Elstone and Reds managing director Ian Ayre shared a platform yesterday to discuss football finance at a fringe event at the Global Entrepreneurship Congress, which is being held in the city.
Mr Elstone ruled out redeveloping Goodison Park as unaffordable and Mr Ayre said the Reds were looking for a responsible way to add 20,000 extra seats to their gate receipt. Everton is currently searching for a new home and Liverpool is mulling over whether to build a new ground in Stanley Park or redevelop Anfield.
The pair sat down for a question and answer session with Frank McKenna of lobby group Downtown Liverpool in Business, which hosted the event for delegates to the congress.
Both leaders announced plans to expand their commercial operations in Asia, and said the idea of a 39th Premier League game being played abroad to help raise revenue needs to be explored.
ON THE STADIUM QUESTION
Ian Ayre believes Anfield represents one of the best stadium atmospheres.
“People are more interested in what happens on the pitch. It’s not to say that the other things are not important.
“It is about finding the right solution that keep the great heritage experience and atmosphere and finding the right thing for the future. It’s not so easy a challenge.
“We have to have the right economic model.
“Our sweet spot is around 60,000 to 65,000, because we don’t want empty seats.
“We already have 46,000 seats, and those extra 20,000 seats are not going to generate hundreds of millions.
“If it meant we were writing cheques for that rather than the team people will ask why.
“We have got to do it in a responsible way. If you don’t do that you can get yourselves in all kinds of trouble.
“The board are very focused on it but conscious of the fact it has to be the right economic model.”
Robert Elstone said: “I agree with what Ian said, the most important thing is the atmosphere and the experience, so maybe we have got the recipe for a share.
“Chelsea FC recently did some work about the challenge of redeveloping and staying at Stamford Bridge, and it said their capacity would go down.”
He said the London club had been told it would be hugely complex and also cost £600m.
“There are similar problems to rebuilding Goodison.
“The only sensible option is land acquisition. I genuinely believe that the redevelopment of Goodison is not a realistic option.”
He said ideas to redevelop the Park End would still leave the other three sides of the stadium in desperate need of updating.
“We have to look for a new site and use the Kirkby funding model which involved 40% to 45% of the capital cost coming from retail uplift subsidy.
“I don’t think there are a shortage of sites, I believe there is a shortage of funding.
“I think our optimum capacity is around 50,000, which generates an extra £5m [a year]. That means its tight, it needs a great naming rights deal or subsidy, or probably both.”
Robert Elstone: “I would welcome it, because I think the Premier League has to be bold and innovative and push the boundaries.
“Having said that I would feel uncomfortable if it were tacked on the end of the season and was worth three points.
“I think it will not happen because of the context in which it fits in the calendar”
Ian Ayre said: “Unfortunately it becomes a media circus when we try to discuss it.
“It probably should not count for points and it needs to be thought through.
“It could be worth a European place, it could be this or that.
“But every time someone has an idea people get all caught up about the media coverage.
“Everyone needs to give the Premier League the bandwidth to work this up.”
He said the Italian Super Cup final was played in China.
“If we are not careful other people will take the initiative and the media will kill off the opportunity by not letting it be developed.”
PLANS TO EXPAND COMMERCIAL REVENUES
Ian Ayre: “We plan to open two offices in Asia, I won’t say where because we are negotiating the rent. We already have people in Singapore.
“We are looking at our online offering, we need to localise that. If you are a fan in Malaysia you should be able to consume products in your language and in a currency that fits.
“We did a lot of research into why is it that we [only] get eight million unique users coming to our website in English?
“Our big focus is localisation of language and product.
Robert Elstone: “I don’t think we are on the same level of opportunity as Liverpool.
“I hope that does not come across as a lack of ambition, or means that we are shortsighted in any way.
“We have a fantastic relationship with Chang and we are about to announce an interesting project in China which is commercially very lucrative for us.
“I think a big focus at the moment is exporting our know how on an international basis – development of talented elite footballers and secondly our community engagement programmes.
“For me the development of the international fan base feels a big challenge that will need a lot of time, a lot of resource and patience.
“My part is re-engaging the local community putting bums on seats in Goodison Park.
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