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No City-style spending in Reds' `smart' future

16 Sep 2009 07:24:00

No City-style spending in Reds' `smart' future

Liverpool co-owner Tom Hicks insists the Reds will continue to operate as a "smart club" and will never be tempted into an "unsustainable" spending spree such as that conducted by Manchester City. Hicks also revealed Liverpool expect to rake in £26million plus on sponsorship revenue in a year, and that will include a new deal with Carlsberg. Carlsberg's shirt sponsorship deal with Liverpool will end next year after 17 years, and it has been taken over by Standard Chartered - who have agreed a four-year contract worth around £80million. Carlsberg declined to match the offer, but it now seems they will continue their involvement with the Anfield club on a scaled-down format. Hicks told The Times: "You have to look `cash flow' rather than accounting - and we intend to operate Liverpool where it has a very strong positive cash flow, so we have the resources to be as competitive as possible on the pitch. That's our commitment. "We had strong, positive cash flows last year. Our debt levels are at a very comfortable level, and we are going to continue bringing it down. Our goal is to have less debt than any of the top clubs, and that's a commitment we have made and will continue to make."


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