Donald Trump presidency could be a blow for Liverpool US plans as new sanctions expected

For Liverpool and their Premier League rivals, a major part of the plans for growth in the coming years centre on making the most of the opportunities in the United States.

For decades, the US had been seen as a nut too tough to crack for English football despite its sports-obsessed population. The existence of several major leagues in various sports, such as the NBA, NFL, MLB, and NHL, meant that finding a way for ‘soccer’ to cut through was very difficult indeed.

But there has been a significant shift in attitude towards football in recent years. That has been shown in the increase in fandom of Premier League clubs in the US, which has, in turn, seen broadcast rights climb to £2bn in the most recent three-year cycle. That is expected to climb further for the next one.

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Pre-season tours have become commonplace in America, from East to West coast, and the rumblings about taking a regular-season game over from the Premier League continue to persist. It’s hard to envisage that doesn’t happen at some stage.

Throw into the mix the World Cup being held in the US in 2026, not to mention the FIFA Club World Cup also arriving in the country from next year, and the path to growth is clear. There is a reason why many of the top European clubs, Liverpool included, have offices stateside, with the Reds’ based in New York.

Amid all of this, does it really matter who the President of the United States of America is? Well, it could turn out to be pretty significant.

Last week, Donald Trump was re-elected as president, defeating Democratic nominee Kamala Harris by a considerable margin. He will take up office in January.

Trump is, to put it mildly, divisive, and his rhetoric throughout his political career has been one of putting America first, ensuring that they are the best in class with less reliance on imports.

For England, there have been fewer more successful exports than the Premier League in recent years from an entertainment perspective. It has given the league global recognition and encouraging significant amounts of capital to flow into the country, whether that be from North America, Abu Dhabi, or Saudi Arabia and beyond. It has turned into a multi-billion pound industry that seeps into every facet of British life.

So, what of a Trump presidency? Why might it matter and what could some Premier League team owners be thinking right now?

Professor Simon Chadwick, an expert in global sports business and co-author of The Geopolitical Economy of Football, told the ECHO: “Make America great again has long been Trump’s raison d’etre.

“Something like Premier League football is seen as very un-American. There are so many major US sports, including the WWE and UFC, and Trump used the latter to try and engage with new audiences during his run for office.

“One of the issues that clubs could face is that part of the Trump manifesto was imposing sanctions on imported goods. We don’t know what form those sanctions might take put it could be potentially 30% of the value of an imported item, raising the price significantly.

“It could move into impacting TV rights or through imposing tariffs on earnings generated on pre-season tours, which have been lucrative for clubs. All this risks taking money away from clubs.”

For clubs such as Liverpool, selling merchandise in the US is a lucrative endeavour, and one that is very important to their commercial business model. Sanctions could bite, and impact the potential growth of the Premier League in the US.

“Anything that constitutes an import into the US will be subject to some sanctions,” said Chadwick.

“Suddenly, a shirt value could be inflated by import taxes by some 30%. That will be passed on to the customer in the form of higher prices. When an NFL jersey or NBA jersey costs £70, for example, and a Premier League shirt costs £100, it presents a problem for the league and clubs as it creates an added cost barrier to growing fan bases.

“Trump won’t want to see US money being spent on supporting overseas sporting teams when they have several major leagues in his country, and an MLS that they will want to see grow. So, for clubs, it could be impactful.

“Some owners have already made their allegiances known. Bill Foley (Bournemouth owner) is a major Trump supporter, while Todd Boehly (Chelsea co-owner) supported the Trump campaign. The Glazers (Manchester United majority owners), made donations to both the Trump and Harris bids, indicating they were hedging their bets a little. It is likely, though, that some will be concerned about the ramifications of a Trump victory for their US plans.