Liverpool owners Fenway Sports Group seeking an aggressive commercial policy to match rivals Manchester United

Linda Pizzuti, John Henry, Liverpool (Getty images)

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Liverpool’s American owners Fenway Sports Group (FSG) have announced an ambitious commercial policy to try and rival that of Manchester United’s.

Since taking over from the unpopular Tom Hicks and George Gillett, FSG have seen a Liverpool revival under the leadership of Kenny Dalglish, who has now signed a full-time contract with the club.

And with great rivals United set to overtake their record of 18 league titles, the Anfield outfit are ready to try and match their performance off the pitch, by increasing their revenues to invest in the first-team.

“We’ve been able to stabilize things from a business perspective by removing the debt of the team first and foremost,” FSG President Sam Kennedy told the Associated Press.

“But we haven’t achieved anything yet at Liverpool other than taking steps to stabilize the club.”

“We are going to aggressively market the team and pursue commercial revenues at the Boston Red Sox and at Liverpool so we can reinvest in the player payroll at the Red Sox and the playing squad at Liverpool,”

Part of this plan is to increase attendances for Liverpool matches, but whether this is done through a new stadium or an expansion of Anfield has not yet been decided.

Kennedy added: “We are combing the earth looking for a potential naming rights partner for a new stadium.

“If we were able to get a naming rights partner that would certainly factor into our analysis and will help as we look to make a decision on a refurb (of Anfield) versus a newbuild.

“That process has just gotten under way and we are out there talking to folks around the world.”

The club are also reported to be in negotiations with Warrior Sports, who are based in Boston, to replace Adidas as its kit manufacturer in a deal which allegedly be worth £25 million a year.

John Henry, who is in charge of Liverpool and the Boston Red Sox baseball team in America, is renowned for running teams who are debt-free, potentially vital ahead of UEFA’s upcoming rules on financial fair play.

A key aspect of the business footprint is to increase revenue in North America and NBA star LeBron James already has a small stake in Liverpool.

“What we are really focused on now is supporting efforts in the sponsorship area, especially North America,” said Kennedy.

“We are in the early stages of the development of Liverpool in the United States. There are opportunities in sponsorship, retail and broadcasting … and in having Liverpool come over to North America at some point.”

United are also under ownership by Americans, but the Glazer family have been able to record impressive recent financial figures despite the club’s supporters protesting at the ground by wearing the green and gold scarf of Newton Heath, the former name of the club.

In the year up to June 2011 they posted impressive figures of £286.4 millions as opposed to Liverpool’s £184 million between August 2009 and July 2010.

And it has now been reported that United have increased commercial revenues by 30% in the last nine months compared to the same time last year.

Part of their financial success is due to playing in the Champions League which Liverpool have been unable to manage in the past two seasons.