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In turn, they matched bitter rivals Manchester United - with two of those triumphs coming in the Premier League era.

The last one - in the Covid-impacted 2019/20 season - was played out in front of an empty stadium as the world grappled with the pandemic, meaning that shared joy in person was off the agenda.

And for clubs and their commercial partners, that has the potential to be enormously impactful.

As Salah slammed home for the Reds to put the game beyond any doubt with that fourth goal, he was handed a phone by a watching member of the Kop, a photographer with a long-lens camera around their neck who looked to have been waiting for such a moment.

He then took a selfie with the backdrop of the home faithful.

The phone in question was a Google Pixel, one of Liverpool's major commercial partners and whose support is part of the hefty £308m in commercial revenue for the most recently published 2024/25 season.

Yes, it created a special image, but Liverpool's brand value and the esteem in which it is held by commercial partners - both current and future - comes from the club and the commercial team's ability to engage in a meaningful way with fans, beyond simply flashy LED boards at the side of the Anfield pitch and a sponsor logo across the club's playing shirts and training-wear.

Brands want an impact, and when you have so many that you have to keep happy and activate with, that's no mean feat to deliver.

The 2023/24 period was the first time the club's commercial income had outpaced that of Manchester United, which stood at £303m.

The gap with Manchester City also narrowed from £68m in 2023 to £37m in 2024 - a sign of just how much work has been done on the commercial side of the business, something that has seen 165 per cent growth since 2015, higher than both City (99 per cent) and Manchester United (54 per cent).

It's so competitive out there, not only in sports but in marketing in general."

Liverpool continue to engage fans with their commercial partners and demonstrate real impact.
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