Liverpool’s managing director, Ian Ayre, claims that Fenway Sports Group (FSG) took a “leap of faith” in its first year of ownership but that since then the club’s transfer policy has improved for the better.
Ayre explained that when FSG took over in October 2010 they spent a year educating the owners of the Boston Red Sox on the English game. “[We] talked about the knowledge of soccer and that takes time so we probably spent a year with the owners taking a leap of faith to a certain degree of other people telling them what they should be doing,” Ayre said. “Within that year we then get to a situation where the dust has settled and people start to see what is and isn’t working.”
One acquisition that wasn’t working was bringing Andy Carroll into the club from Newcastle for $53.5m (£35m). The Geordie arrived alongside a much more saavy purchase, obtaining Luis Suarez from Ajax for $34.8m (£22.7m). While the cost of Carroll has proven to be a thorn in Liverpool’s side, the striker was obtained through the $76.4 (£50m) transfer fee handed over by Chelsea to acquire Fernando Torres.
Ayre hinted that this loose spending was the result of acting without performing the proper due diligence, which was surprising given FSG’s ‘Moneyball’ roots. “I think the fundamental shift particularly around player acquisitions and disposals was that we took the view that it needs to be more of a science. . . . Your biggest expenditure line can’t be the whim of any individual.”
The following summer FSG adjusted by not doling out such high fees on one particular player, but instead opted to spend $91.7m (£60m) on acquiring Stewart Downing, Jordan Henderson, Charlie Adam, Jose Enrique and Sebastian Coates.
There are few who will celebrate these purchases. While Downing and Henderson continue to show promise, neither has delivered on his $30.6m (£20m) price tag. Each have given more than Adam, who flopped so quickly it earned him a transfer to Stoke City. Enrique was fantastic in his first season but has since sputtered out leading to rumors of his potential transfer this summer. And Coates, like Downing and Henderson, is another player the Reds are hoping will speed up in his development.
Ayre insists that Liverpool’s transfer decisions are made by a blend of traditional and modern methods. “It’s a combination of old-school scouting and watching players – and that’s Brendan, his assistants, our scouts – with statistical analysis of players across Europe and the rest of the world. . . . By bringing those two processes together you get a much more educated view of who you should and shouldn’t be buying and, perhaps as fundamentally, how much you should be paying and the structure to those contracts.”
The last two transfer windows have seen the Reds acting with greater prudence but achieving mixed results. Last summer Brendan Rodgers brought in Joe Allen for $23m (£15m), Fabio Borini for $16.8m (£11m) and Oussama Assaidi $3.5m (£2.3m), neither of whom have delighted the Kop. This past January, however, the Reds seem to have gotten it right purchasing Daniel Sturridge for $18.3 (£12m) and Philipe Coutinho $13 (£8.5m), easily two of the club’s better buys.
Despite the transfer market struggles, Ayre insists that Liverpool now have the methodology right and the club is “getting better all the time.” For Liverpool fans yearning for the Top 4 finishes of 2005-09, they hope Ayre speaks the truth.