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Exclusive: Latest Liverpool account figures demonstrate how Reds continue to make 'good progress', says Ian Ayre

Liverpool FC are embarked on a journey of footballing and financial transformation, club managing director Ian Ayre proclaimed today as Anfield’s latest set of accounts were revealed.

While the Reds turned in an annual loss of almost £50m last year, turnover to the end of May last year broke through the £200m mark to £206m - a rise of nine per cent.

Meantime club bank debts decreased by 29 per cent – due in the main to a £46.8m interest free, inter company loan to the Reds via owners Fenway Sports Group. That was used to pay off debts relating to previous failed stadium projects under the ousted Hicks and Gillett regime.

FSG have now reduced Anfield’s debts by £200m since taking over in October 2010.

Ayre praised the unswerving commitment and day to day focus of the Boston-based Americans in restoring the Reds to glory and said: “We could not have a better set of people owning and running the club.

“They want what every fan wants.”

Liverpool’s net bank debts now stand at £45.1m after being reduced by £19.9m in the period to the end of May, 2013.

Today’s figures reflect the first season under manager Brendan Rodgers, when Liverpool were again without Champions League revenues, usually worth around £30m to a club.

* View the financial documents themselves here -

This season, a resurgent Liverpool side lie second in the Premier League and on course to return to Europe’s elite stage for next season.

Commercial revenues in the accounts period rose from just under £64m to just under £98m, reflecting another strong year of increased sponsorship deals.

Media revenues at just short of £64m are not, however, significantly different to those returned in the previous accounts.

Ayre said: "These results demonstrate that the financial health of the club continues to make good progress as we continue our journey to transform the club on and off the pitch.

“Over the past four or five years, revenue has been consistently increasing from around £170 million in 2009 to over £200 million today - and external debt has decreased significantly to less than £50 million.

“With a hugely supportive ownership group, we have taken a measured approach to bring back financial stability to this great club by ensuring it is properly structured on and off the pitch.”

Liverpool have dropped out of the Deloitte top ten this year, but Ayre insists they can soon return to the European big league and thrive there in future.

He stressed the continuing global appeal of the club, which saw sponsorship deals struck or renewed with companies including Standard Chartered Bank, Indonesian flagship airline Garuda, and Carlsberg.

Liverpool point out they remain the highest ranked club that is not in the Champions League. Commercial revenues account for 47 percent of the Reds’ total revenue, which is bettered by only the Money League’s top six.

Ayre added: “These financial results are now up to 18 months old and we have continued to make further progress since this reporting period.

“Our strong links remain with our existing partners signing new deals with Standard Chartered, Garuda and Carlsberg, and we have recently announced five new partnerships which endorses the global appeal of the LFC brand.

“We continue to invest in our digital and TV platforms and recently announced nine new television partnerships allowing millions of fans across the world to watch Liverpool games and receive exclusive content.

“We have also seen good progress being made regarding a proposed stadium expansion at Anfield. Any final decision continues to be based on certainty. However since the partnership was established between Liverpool City Council, Your Housing Group and LFC only 16 months ago, we regard the progress as extremely positive.

“Given where Liverpool Football Club was only a few years ago, the progress that has been made since FSG acquired the club has brought back much needed stability with an ambitious vision which everyone is focused on.

“I’d like to thank everyone involved in running the club – our owners, fans, partners, players and staff – for all the hard work and dedication.”

Ayre on Liverpool’s owners FSG

Ian Ayre believes Liverpool have made massive leaps forward since’ the dark days’ and in principal owner John Henry and club chairman Tom Werner now have owners who are striving every day to fulfil the dreams of the supporters.

Ayre, speaking to the ECHO from a football industry conference in Barcelona, said: “What we have with this ownership group is a very true group of investors.

“They recognise the huge investment they made to buy Liverpool and as smart investors they know that they have to continue to invest to realise the true value of their investment long term.

“They’ve been very supportive to the business, to Brendan. This year we’ve not played any European football - but we continue to get support from the ownership.

“They are very involved in the business and I think that helps.

“People often think that they are distant and in the US and therefore don’t get too involved.

“But they are involved, day to day. There are lots of conversations go on.

“They are very understanding of the business. They expect very detailed information and to be in and around it however much they can be.

“They know what is going on and they know what they are investing in and how it’s being managed.

“I can’t say enough about all the support and commitment we have from them and despite what you read they don’t take a penny out of Liverpool Football Club.

“On that basis they are great investors and great owners to have.”

He continued:“The support and the commitment of these owners is absolutely unquestionable.

“I can tell you as the person running the football club that we could not have a better set of people who are committed and dedicated and want what every fan wants for Liverpool FC.

“I always use this phrase that John used on the day we announced the sale.

“He said we want to build a team to win; but not just to win once but to keep winning. And you can’t achieve that without commitment and investment and a long term view.

“They are each there one hundred per cent from this ownership group.

“It is transformational.

“It is fairly well documented that we were days away from perhaps the bank calling in the debt on Liverpool FC or something worse and here we are today.

“These results are some 18 months old but knowing what we know in terms of how the business is performing again this year and despite the backdrop of no European football in this current year, what we see is a business very much on an upward trajectory. “

“Everyone is there for everyone. Everyone can see the on pitch performance.

“We continue to invest in the team and we continue to grow our business and that can only be good for the future of Liverpool Football Club.

“It’s a long, long way from the dark days of just a few years ago.

Ayre firmly believes Liverpool’s next set of accounts will reflect the current season and with it a marked improvement if Champions League football returns to Anfield alongside continued investment and continued on pitch performance.

“Then we’d expect to be in very good health,” he said.

“John and Tom would love to bring the success they have had at the Red Sox, again for the third time this year, to Liverpool.

“They have had good years and bad years but they have always been there and always invested. And the proof is there.

“To win three World Series in the period since they bought it is a phenomenal achievement.

Ayre on Liverpool’s rise under Brendan Rodgers

Ayre praised the performances of Liverpool’s players under Rodgers this season as ‘astounding’ and insisted the Northern Irishman has done ‘a great job.’

Said Liverpool born Ayre: “We all had great faith in Brendan when he was appointed and I think he had a huge challenge in front of him.

“I mean we all did - but no one more than Brendan, because he comes to one of the biggest football clubs in the world where expectation is high and there was a lot of work to do.

“And in his first season he would admit - and I would admit it publicly - that there was a lot of finding his feet and starting to impart his philosophy and his style into the team.

“I think what we have seen this year is that starting to grow and prosper. And we’ll continue to add to the team and support him in putting additional players into the group.

“Both the efforts of Brendan and the players have been astounding.

“One of the things I really like is that Brendan works with the team and sets the season out into little chunks so they have four or five game runs.

“So they focus on a short number of games - they don’t focus on the entire season. And it’s worked well for them.

“They work as a group, they are focused as a group. The results are being delivered as a group and the performances of the players has blown everyone away.”

He added: “On Saturday at Southampton I was listening to the crowd and finally Liverpool fans are getting brave enough to believe what might be, you know.

“To get back into the top four has been the priority absolutely.

“But what I would say is that if you want to win anything, then you have to believe you can win it.

“So I’m sure the players and everyone else will be focused on winning every game and if that brings the top prize then that will be unbelievable.

“And if it brings Champions League football, then it will still be a fantastic season for us.”

Ayre on the part being played by Liverpool’s fans today

Liverpool’s fans who have seen their team not just beat, but demolish some of their biggest rivals this season, remain the driving force behind today’s concerted efforts to restore the Reds to glory, insists Ayre.

The Reds supremo, himself a fan who travelled to home and away matches as a youngster growing up in Kirkdale and then Litherland, said: The Liverpool fans who have been through these last few years with us are not just part of it – they are a big part of it and the reason to do it to be honest.

“I think people often focus on the business, we of course on revenues and sponsorship, but all of that comes from fans.

“The reason sponsors invest in the football club is because we have one of the biggest fan bases in the world.

“And sponsors all want to market products to people.

“And the reason media companies pay huge amounts for media rights is because Liverpool fans – and there are hundreds of millions around the world - want to watch their team.

“So our fans are a huge, huge part of our achievements and if you ask any player or any manager at any club, they’ll tell you the reason they do it is for the fans.

“I really believe that.

“We are blessed in that we have the best fans - and so many of them.

“Their support, as always, has been unquestionable.”

At a glance account highlights:

Annual loss of £49.8m (£40.5m in previous accounts which covered a shorter, ten month period)

Turnover up to £206.1m (£169m in previous accounts)

Net bank debt down by £19.9m to £45.1 m (£65m in previous accounts)

Commercial revenues up to £97.7m (£63.9m in previous accounts)

Media revenues of £63.8 million (£62.8m in previous accounts)

Administrative expenses at £213.1million (£176.5m in previous accounts)

Interest payments £4.5 million (£3.7m in previous accounts)

Players net book value £121.8m (£110.5m previous accounts)

Interest free intercompany loan (via FSG) of £46.8 million to LFC

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