Ask the Expert: Liverpool FC Historian John Williams
MRB: From a sports standpoint then, what are the most important things Fenway Sports Group should do for the team?
JW: Appoint a capable new manager in the summer on (at least) a four year deal to provide some job security and continuity and then provide him with a reasonable budget to spend in the summer. At least £50 million [about $80 million] will be needed to build on recent progress — [forwards Luis] Suárez and [Andy] Carroll are excellent recent signings — to sign up to four new players, with others leaving the club. We have some promising young players coming through, but the current elite squad is badly unbalanced; it was left in a mess after the chaos of the previous administration. The atmosphere inside the club is positive again but rebalancing and reinforcing is urgently required — which means excellent judgment in player recruitment is going to be critical for future success.
MRB: What’s your take on the Kenny Dalglish situation? Would you want him as this new manager secured with a longer contract, or would you advocate a clean slate? [ED. NOTE: Perhaps the most popular player in team history, Dalglish is the current manager who took over Liverpool FC in midseason and turned the ship around. He is not signed past this season.]
JW: On the Kenny situation I think I’m agnostic. At least I would like to see what the possible options are. But if the owners decided now that he had done enough it would be difficult to dispute that and everyone would at least know where we stand for the future.
MRB: What are the biggest mistakes that Fenway Sports Group should avoid in its ownership of the team?
JW: They must avoid becoming labeled as “absent” owners who look as if they have invested only for a fast buck. This means they have to “engage” with the fans and share their pleasure and aspirations: This is sport after all – it matters to people. Finally, they need to stay in the background and leave the football side of the business to the experts.
MRB: One major fear is that Liverpool could permanently slip just out of range of the global brands like Manchester United, Arsenal, and (viz. Fernando Torres) Chelsea. Such a fear resonates in the U.S., where major league teams in small markets — particularly in baseball — are mostly fated to second—tier status. Despite its historic fame, these days Liverpool FC needs to avoid being seen as a smaller market, at least by European standards. Can Fenway Sports Group help the team avoid this fate, and how?
JW: These are real dangers, especially if Liverpool becomes uncompetitive in European competition for an extended spell. Top players now demand Champions League football exposure. But the club also has a very powerful and resilient global brand value – much stronger than Spurs [Tottenham Hotspur], Chelsea and Manchester City, for example – so winning trophies again and challenging for the title will help sustain the club’s historic advantages in this area. But this needs to happen soon.
MRB: What’s your outlook for Liverpool in 1 year, 5 years, 10 years…and why?
JW: Next year: to challenge credibly for a top four position (and so Champions League status) and to win one of the two knockout domestic competitions. Within five years: to have won the Premier League title, to have a redeveloped/new stadium, and to be playing regularly again in Europe. Within 10 years: to have won the Champions League and to have become the dominant club in English football once more. We can dream can’t we?