Ayre: Dunkin’ Donuts deal will help Liverpool compete financially

Ian Ayre has claimed that the club’s new partnership with Dunkin’ Donuts will help Liverpool to compete in the transfer market.

The Merseyside outfit announced a multi-million-pound global partnership with the American company on Thursday and the club’s managing director is confident that it will help them to compete financially with their rivals.

Fans should take comfort from the fact commercially this club is right at the top of teams

Ian Ayre

“In order to support Brendan we have to provide the resources to allow that,” said Ayre.

“That is only allowable operating within your own means – they are the rules we have all signed up to – and this is absolutely vital in us being able to compete.

“We should be pleased and fans should take comfort from the fact commercially this club is right at the top of teams in that regard.

“In the modern game we talk about financial fair play and the ability to operate in transfer markets, and a big part of doing what we want to achieve here is generating revenue which supports what we do on the pitch.”

Meanwhile, Liverpool chief commercial officer Billy Hogan hailed the deal as a valuable new addition to the club’s commercial portfolio.

“We’re delighted to be joining forces with Dunkin’ Brands, one of the world’s most iconic names. Dunkin’ Donuts will be our official coffee, tea and bakery provider and Baskin-Robbins will be our official ice cream provider, we welcome both to the LFC family,” said Hogan.