Liverpool managing director Ian Ayre believes the club's vast global appeal gives them the financial muscle to absorb revenue lost from missing out on European football.
This season is the first since 1999/2000 that the Reds have not competed on the continent and the second in succession they have not been involved in the Champions League, but Ayre believes the "landmark" new six-year kit deal, reported to be worth a staggering £150million, just signed with United States-based company Warrior is telling.
He told Press Association Sport: "Performance on the pitch definitely affects business but the difference with truly big football clubs, globally-recognised clubs, is we have sustainable revenue whether we are playing in the Champions League, Europa League or not."
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