Liverpool's summer investment exceeding 300 million continues unabated, has the club truly "struck gold"?

Written by Han Bing With a deal worth €90 million plus €5 million, Liverpool has "swooped in" to secure Frankfurt striker Ekitike, pushing their summer investment beyond €300 million. Including performance-related clauses and the newly signed goalkeeper Mamardashvili, Liverpool's total investment this summer could exceed €360 million, surpassing the €192 million spent in the 2018/19 season, setting a club record for summer investments, with no signs of slowing down. With Wirtz's transfer fee of €125 million and Ekitike's €90 million, the two most expensive signings in Liverpool's history both occurred this summer.

Liverpool this summer has been impressive, having made headlines with Wirtz's record transfers in both the Premier League and Bundesliga; followed by Ekitike, who at just 23 years old has become the sixth most expensive French player after Mbappé. Ekitike bears some resemblance to Henry: both are tall and slender, favoring runs along the left flank, using their long legs and quick strides to break through defenses. Once they get past, they are nearly unstoppable. This is why Ekitike has become a target for top clubs across the five major leagues this summer.

Ekitike was Newcastle United's primary target, but their previous bid of £70 million (€81 million) was rejected by Frankfurt. Liverpool eventually stepped in with an offer of €90 million plus €5 million, which Frankfurt accepted. Last season, Ekitike scored 22 goals and provided 12 assists in 48 appearances, earning the title of "versatile forward" and helping Frankfurt secure third place in the Bundesliga, qualifying for the Champions League. German journalist Sedbauer from Sport 1 remarked that Ekitike is cheerful and confident, often dancing in the locker room whenever there's music, and he continually comes up with creative goal celebrations.

There are doubts about whether Ekitike can consistently deliver as an efficient striker, given his somewhat extravagant lifestyle: wearing a pink wool hat, donning diamond-studded tracksuits, and driving a Lamborghini, which raises questions about his discipline. Former Manchester City star Richards has often discussed Ekitike with French legend Henry on CBS, with Henry stating, "He has potential, but one moment he performs brilliantly, and the next he reveals a lack of fundamental skills. However, if he continues to improve, his ceiling will be very high."

Ekitike brings to mind his compatriot Muani, who two years ago transferred from Frankfurt to Paris Saint-Germain but has yet to prove himself. However, Slot is eager to establish his dynasty at Liverpool and is confident in unlocking Ekitike's potential. He explained his 4-2-3-1 tactics to Ekitike via video call, stating that Ekitike is the ideal striker he has been searching for: creative, mobile, capable of orchestrating attacks and making an impact in the box.

Ekitike will undergo a medical on Tuesday and sign a six-year contract, making him Liverpool's sixth signing of the summer. Wirtz (€125 million) and Ekitike (€90 million) are attacking players, while the defense includes Hungarian left-back Korkoz (€47 million), Dutch right-back Frimpong (€40 million), goalkeeper Mamardashvili (€30 million), and young Hungarian goalkeeper Pech (€1.7 million). So far this summer, Liverpool's spending has surpassed Chelsea's (€244 million) and Real Madrid's (€168 million), leading the five major leagues, and is more than the combined total of Manchester United (€153 million) and Manchester City (€146 million). Fenway Sports Group's generosity is quite rare after many years.

Fans jokingly refer to Liverpool this summer as having "struck gold," as the club's revenue has significantly improved while costs have decreased. For the 2023/24 season, Liverpool's revenue has surpassed €700 million, bolstered by last season's Premier League title (€204 million) and a lucrative return to the Champions League (nearly €97 million), leading to impressive growth in revenue. Liverpool's commercial income for the 2023/24 season has exceeded €350 million, and Dave Powell, chief football business writer for the Liverpool Echo, believes that profits for the 2024/25 season could reach £50 million (€58 million).

Adidas has returned to Liverpool for the new season with a six-year contract worth at least £300 million (€350 million), potentially rising to £500 million (€575 million). Liverpool is also considering increasing its front-of-shirt sponsorship income from £50 million to £65 million (€75 million), along with the expansion of the official flagship store and Anfield stadium, which is set to double in size, increasing its capacity from 61,000 to 70,000. The additional revenues from current and future sources form the financial foundation for Liverpool's summer spending spree.

Given Liverpool's strong compliance with the Premier League's Profitability and Sustainability Rules (PSR), even without selling players to generate cash, they still have up to £153 million (€177 million) available for further investments. Known for generating funds through player sales, Liverpool has already raised over €63 million this summer by selling Kwanza, Kelleher, Arnold, and Phillips. The departure of Núñez could bring in at least €50 million, further reducing the risk of violating PSR rules. For Liverpool, with limited net spending in the transfer market during Klopp's era, a second Premier League title could mark the beginning of a new dynasty. The pressing need for team evolution, coupled with intensified competition from rivals in the transfer market, compels Fenway Sports Group to increase investment to stay competitive.