Forget the passion - this is a good solid piece of business

Last updated : 14 February 2007 By Matt Johnson, Daily Post

But judging by the pretty well unanimously warm reception the club's new owners have received, I would not be at all surprised to hear of a run at the flag shops.

But in pure business terms, the arrival of Messrs Hicks and Gillett is not that big a deal.

Consider the numbers. Their offer was worth £5,000 per share, valuing the club at £174.1m, and along with the club's £44.8m debt it valued the Reds at £218.9m. They are reported to have guaranteed to invest over £200m in the club.

Where this deal scores (pardon the pun), is not in the sort of mind-boggling numbers which now seem to float so freely round the City but because of what is at stake.

The club's new co-chairmen may have referred to "franchises" and called their new outfit "Liverpool Reds", but those slips of their North American tongues surely underline what the very essence of this deal is all about: one of the strongest brands in the world.

And that strength reflects a myriad of brand values.

Not least in the heritage and history associated with the club and its supporters all over the world. Indeed, it's those qualities which have underpinned every aspect of Liverpool FC's success .

It's virtually impossible, but if you strip away the passion roused by the sale of the club, it begins to look like a relatively straightforward piece of business.

That's not to say it does not have huge implications. It undoubtedly does. And I'd go so far as to say they probably spread further than many people yet realise. But in the very purest sense it's about the owners of established and successful sporting brands extending their interests into one of the richest sporting leagues in the world.

And, on the evidence of all Liverpool's supporters have seen and heard so far, these are businessmen who understand sporting success and know too the expectations of the fans who crave even more for their beloved teams.

Liverpool's links with the US are already very strong, spanning business, trade, culture, music and now - unquestionably - sport.

When the euphoria of the city's welcome to the club's new owners fades away, and the shelves of the flag shops are bare, it will be time for businesses right across Merseyside, large and small, to ask themselves if they too face new opportunities.

Pitch up almost anywhere in the world and tell the locals where you are from and the chances are they will smile back and utter two words.

No prizes for guessing those. But plenty of prizes await those who spot the benefits of exploring the new market opportunities opening up under Liverpool FC's new ownership.

* MATT JOHNSON is chairman of Mando Group.