Liverpool managing director Ian Ayre believes the club are now better prepared to cash in on any future success than they were in the past.
Although the Reds have announced a £20million loss for the 12 months up to July 2010, the last financial year under the reign of former owners Tom Hicks and George Gillett, criticism of missed commercial opportunities dates back to before even the Americans' tenure. With the slate almost clear following Fenway Sports Group's purchase of Liverpool in October, the club's finances are now on a much sounder footing.
And Ayre, formerly commercial director before his promotion last month, is confident off-field revenues can be improved further - especially if the team is successful - saying: "One of things when I arrived here that many people criticised Liverpool for was never having capitalised on previous success, whether that was many years ago or years like 2005 and 2006 when we won trophies."
He added: "But one thing I can say absolutely is that as we get success in the future, we will be absolutely ready to capitalise on it commercially.
"That again works in that circle that brings revenue back to the club, that puts more money into the pot to bring more players, and so it goes.
"What everybody who is connected with, starts to be connected with, or becomes connected with this football club finds is that Liverpool is such an institution and such an important football club that has been around for many years and has foundations built on success.
"People recognise we will always be there or thereabouts and we will always be a great brand and a great football club recognised all over the world - so people partner with us because of that - because we're unique, historic and authentic.
"For that reason, we had fantastic support through the (Hicks and Gillett) period and revenues grew significantly. The difference now, I guess, is that people are associating with us at a very positive time.
"There are a lot of good things going on at the football club and a lot of optimism both with our fans and certainly with us here at the club.
"We're very encouraged by where we are - but we're also very encouraged about where we can get to."
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