Liverpool<\/a> can survive without European football and continue to break even financially according to managing director Ian Ayre.<\/p>\nThe Reds currently sit four points adrift of fifth placed Tottenham and eight points behind Champions League placed Manchester City, but Ayre believes the club\u2019s commercial positioning will see it through times where Anfield is starved of European nights.<\/p>\n
Ayre said: “There’s no hiding from the fact that if you don’t participate in European football then it is a big hit to your revenues.<\/p>\n
“At the same time a football club like Liverpool is an institution that has been around for many, many years and commercially is significantly ahead of most of its competitors, other than one Manchester United.<\/p>\n
“Our revenues and the way we govern our business is absolutely geared to be able to survive and continue to prosper without European football but that’s not to say we don’t want it.”<\/p>\n
Recently installed shirt sponsors Standard Charter are said to be comfortable with the potential lack of European exposure due to the fact their Asian target audience are asleep when European fixtures are being played and Ayre is adamant new club owners Fenway Sports Group are intent on developing a project far greater than one European campaign.<\/p>\n
“We are a football team and we want to win and John Henry said that on the first day, but he’s also been on the record as saying it’s not about winning once, it’s about getting back to winning on a consistent basis,\u201d added Ayre.<\/p>\n
“It’s what the foundations of Liverpool were built on in the 60s, 70s and 1980s.<\/p>\n
“Will that happen again overnight? Probably not, but will we create something that has a strong foundation and the ability to continue to prosper? Absolutely.<\/p>\n
“They are very supportive, they have done it before in baseball, and will do it again, I’m absolutely certain of that.”<\/p>\n
But Ayre did refuse to clarify whether Kenny Dalglish would be at the helm in carrying out the long-term vision, insisting that the Liverpool legend\u2019s future be thrashed out in privacy.<\/p>\n
He continued: \u201cThere’s been a lot of questions around that but there is no person at Liverpool football club that doesn’t think Kenny Dalglish is part of the fabric of the club.<\/p>\n
“But as to Kenny’s long-term position that’s between Kenny and the football club.”<\/em><\/p>\n <\/span><\/p><\/div>\n<\/p>\n
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