What Kind of Football Club Do We Want To Be?

In modern football, a club's identity is shaped not just by its on-field success but also by its off-field strategies and principles.

The question "What type of football club do we want to be?" becomes increasingly significant when comparing the contrasting approaches of two Premier League giants: Manchester City and Liverpool FC. These clubs, both successful in their own right, represent starkly different philosophies on how to build and maintain a football club. The implications of these differences extend beyond financial success, influencing fandom's fervour and supporters' long-term loyalty.

A TALE OF TWO CITIES

Manchester City, since being taken over by the Abu Dhabi United Group in 2008, has experienced a meteoric rise to the top of English and European football. However, this success has come under a cloud of controversy. The club has been accused of violating the Football Association's Financial Fair Play (FFP) regulations, which UEFA introduced to prevent clubs from spending beyond their means. These regulations aim to maintain a level playing field by ensuring that clubs operate within their financial limits, thereby promoting financial sustainability within the sport.

In plain English, this means preventing wealthy team owners from “cheating off the pitch.” For example, inflating sponsorship deals, hiding real costs, violating Youth and Third-Party Ownership rules, etc., to gain an unfair advantage in their ability to buy players with funds gained from these artificial and, arguably, unethical sources.

Manchester City are faced with too-many-to-count allegations of inflating sponsorship deals to artificially balance their books and comply with FFP rules. The most notable incident came in 2020 when UEFA handed Manchester City a two-year ban from European competitions, a decision later overturned on appeal, but not without tarnishing the club's reputation. Critics argue that Manchester City's approach undermines the spirit of fair competition, allowing financial muscle rather than footballing acumen to dictate success. This has sparked a broader debate about whether such methods align with the principles many believe should underpin the sport.

In stark contrast, Liverpool FC, under the ownership of Fenway Sports Group (FSG), has built a model rooted in financial responsibility and long-term planning. Liverpool's success, including their 2019 Champions League triumph and 2020 Premier League title, has been achieved through a strategy that emphasizes smart recruitment, development of players, and reinvestment in infrastructure .

Liverpool’s transfer strategy has been lauded as a masterclass in football management. Rather than indiscriminately splashing out on big-name signings, Liverpool has relied on a data-driven approach to identify undervalued talent. Players like Mohamed Salah, Sadio Mané, and Andrew Robertson were not marquee names when they were signed, but they developed into world-class players under the guidance of Jurgen Klopp. This method aligns with FFP regulations and reinforces the club’s commitment to sustainable growth.

WHAT’S THE IMPACT ON FAN ENGAGEMENT?

The differences between these two approaches have significant implications for fan engagement. Manchester City's rapid ascent has undoubtedly attracted a global fanbase, drawn to the club's star-studded line-up. However, the allegations of financial misconduct cast a shadow over their success, potentially alienating fans who value the integrity of the sport. The short-term glory of winning titles may attract a transient fanbase, but the long-term loyalty of supporters could be jeopardized if the club's success is seen as being built on shaky ethical ground.

Liverpool, on the other hand, has fostered a strong connection with its fanbase through its commitment to doing things the "right" way. The club's history, combined with its recent success under a sustainable model, has strengthened its bond with fans who value authenticity and tradition in football. Liverpool supporters take pride in the club's approach, which resonates with the values of fair play and hard work. This approach has not only maintained the loyalty of long-time fans but also attracted new supporters who are drawn to the club’s ethos.

The long-term effects of these differing strategies on fanbases cannot be overstated. Manchester City's approach may lead to a large but potentially fickle global fanbase, attracted by the allure of success but not necessarily by the club’s values. Poor stadium attendance is a perfect example.

In contrast, Liverpool's model has cultivated a more loyal and passionate fanbase that identifies with the club's principles - win or lose. This loyalty is crucial for the long-term growth and sustainability of any football club. As fans increasingly seek to align themselves with clubs that reflect their values, those like Liverpool, who emphasize honesty and sustainability, are more likely to retain and grow their support base over time.

WHAT DO WE CLASSIFY AS ‘SUCCESS’?

Let’s not get it twisted: The fact that Manchester City has more Premier League titles in the last several years than Liverpool, while under the shadow of past and current FFP breaches and allegations, does not mean Liverpool is not a success or any less successful. I’d argue that we have more reasons to hold our heads up high than the competition.

As Manchester City’s latest FFP breach trial begins, the question of what type of footy club we want to be should be asked again. It’s not merely a financial or strategic decision—it is a moral one.

Manchester City’s approach, characterized by heavy spending and accusations of financial impropriety, offers immediate success but risks long-term reputational damage and a less loyal fanbase. Liverpool’s strategy, built on sustainability, smart investments, and adherence to financial fair play, offers a model of success that is both ethically sound and likely to foster a deeper, more enduring connection with fans.

As football continues to evolve, the values and off-pitch practices that clubs prioritize will shape their legacy and determine the strength and passion of their fanbase in the years to come.

Given the choice, I know which type of club I’d want to follow.

You? Let me know in the comments below.

Sam Fiorella