New Clubs: Santa Barbara and Krakow Projects

Today, we’re going headfirst back into the world of the tier one football executive. Peter Moore is the former CEO of Liverpool, the man who oversaw the clubs return to the top of English and European football. Working alongside Jurgen Klopp from 2017-2020, this was one of the most effective ‘performance x business’ relationships in modern football. How do you win on the pitch and build value off it?

Peter does not wrap his achievements in the on-field success experienced during his tenure; as you’ve just heard, it is the rediscovered affection and identity that fans found with the club that demonstrates a job well done. That’s quite an extraordinary stance for a CEO to have. Commercial maximisation and fan sentiment are hard to balance, and while there is always conflict over ticket prices or pre-season tours, we get something here which seems to recognise the importance of the club/fan relationship and asset value maximisation.

An interesting time to be having this chat considering Liverpool’s recent struggles on the pitch and the Mo Salah situation, there is also plenty to go into around his role with Wrexham and the rise to prominence of football in the US. We’re delighted to welcome Peter to the Business of Sport.

Timestamps:

00:00 Intro

06:10 Getting the Call to be Liverpool CEO

09:15 "I Probably Wasn't A Good Fit For The Role"

11:47 Not Involved in Football Transfers

18:17 Google x Liverpool

20:04 Liverpool is Immune to Winning & Losing

22:23 Magic of Jurgen Klopp

34:19 Funny Story: Did Liverpool Tap Up VVD?

37:19 The Power of Star Players

39:45 Mo Should’nt Have Said That

46:53 Socialist Roots in a Capitalist Football Club

52:44 Did Peter Get On With The Owners?

54:13 Wrexham: Peter's Involvement

On today’s show we discuss: 

How a Modern Football Club Really Works:

• How a Scouse kid who grew up in a pub ended up running a $7B gaming company and then Liverpool FC.

• Breaking down the structure: Jurgen Klopp in football, Michael Edwards on the balance-sheet, Billy Hogan on commercial, and Peter on operations.

• Running matchdays, hosting rival owners, managing 800 staff, and being the global face of a club with hundreds of millions of fans.

• Why his leadership philosophy ultimately distilled into four C’s: Community, Civic, Commercial and Culture

Building the Liverpool Business Machine: 

• How Liverpool rebuilt its commercial spine: CRM, global fan acquisition, digital content, funnel strategy, and personalisation.

• How global content like Inside Anfield reshaped the club’s relationship with 99% of fans who will never visit the stadium.

• Why the F&B and stadium expansion debate is about operational flow, not squeezing fans and how multi-generational matchday culture shapes decision-making.

Jurgen Klopp, Culture & the Power of a Manager:

• The first moment he met Klopp and why he instantly thought: “This man is a modern Shankly.”

• Why the culture around Klopp, not individual players, is what the fans ultimately defend… including during moments like the current Mo Salah dispute.

• The unique Scouse belief that “the badge is bigger than any player”, and how that gives Liverpool a cultural advantage.

Celebrity Ownership, Wrexham & the Power of Content:

• The story of how Rob McElhenney showed up at his house to recruit him for Wrexham.

• Why he advised them early on and helped legitimise the project, including getting Wrexham into FIFA.

• Breaking down what Reynolds and McElhenney get right and why content is the real multiplier modern clubs underestimate.

A huge thank you to our amazing partners on the show: 

Stryde

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