Liverpool FC managing director Ian Ayre defended the club’s transfer policy following the announcement of another lucrative commercial deal at Anfield.
Garuda Indonesia will be the Reds’ first official training kit sponsor after penning a two-season agreement which starts in June.
They were already Liverpool’s official airline partner and the increased profile will take the total value of the sponsorship to around £16million per year.
It has been a successful month for the Reds off the pitch with profitable deals also being struck with Dunkin’ Donuts and Vauxhall but fans are still waiting to see the first new signing of the January window.
Liverpool missed out on top target Mohamed Salah who opted for a move to Chelsea after the Reds failed to agree a fee with Basel. Ayre insists the club do have the cash to strengthen Brendan Rodgers’ squad but says they won’t pay over the odds.
“We haven’t been held back from completing a deal, the player (Salah) has decided he doesn’t want to come to Liverpool,” Ayre said. “We will always compete and know the value of a player and how far we are prepared to go.
“That is something myself, Brendan and others involved in that discuss regularly. We won’t over pay but when the right player is available and wants to be at Liverpool they will be here and our success previously shows that.
“There is no one not here because we didn’t do what we needed to do. There has been no lack of ambition or effort on our part. We will win some and lose some, that is the case in every transfer window.”
The Reds have an estimated 65 million fans in Indonesia and the deal with Garuda will further raise their profile across Asia.
“I am not talking about the value but it is competitive and a very large contribution to our commercial revenue,” Ayre added.
“It really isn’t just about the money. It’s about how many people that sponsorship reaches and how it develops the club in other areas of the world.
“Having a global airline partner which flies to 60 destinations across the world with our brand alongside theirs – that’s where the value is.
“In terms of commercial achievements we are right at the top of that league. The club is in a very good place.
“For those of us with good memories we know we had nearly £300million of debt three and a bit years ago and we’ve worked hard to chip away at that. The club is sustainable and in a good position to invest in the transfer market.”
Written by Steve Milne
