Liverpool revealed their new investors earlier this year. According to the founder of Dynasty Equity, the company made an investment in Liverpool to help build their own brand recognition.
In order to increase its financial investment in the club, Fenway Sports Group first announced the deal in late September. The extra money would be used to reduce the recent growth in bank debt.
The club recently spent money on crucial resources, such as repurchasing their old training facility Melwood, the new training facility, and the Anfield Road expansion, which is currently on hold until 2024. FSG funded those through short-term bank debt, which had an impact on the club’s daily cash flow.
While some questioned whether the club might be sold and whether new investors might join, Don Cornwell, one of the company’s founders, emphasized that the move was intended to raise the profile of his business. “When we founded Dynasty, we wanted the company to be seen as a global player, so early on, as we were looking for potential first deals, it was important for us that it was something to put our brand on the map, but most importantly, we wanted to make sure it was a good deal,” Cornwell said at a conference, as quoted by the ECHO.
What does a good deal mean? World-class asset; world-class management team.
The one where we had strong bonds and a lot of trust was the most significant to us. We are taking a minority stake, so we are putting a lot of trust in the people who are shepherds of that capital, and Liverpool, our partners have known the team there for over 40 years, and I have known people there for over 20 years, so there was a lot of trust. “.
