Ian Ayre, Liverpool FC Commercial Director, Q&A

Ian Ayre, Liverpool FC Commercial Director, Q&A

18.11.2009: “Superleague Formula spreads the awareness of our football club. It races in markets that perhaps we don't go to very often as a football club. It attracts a different type of audience and means motor racing fans who perhaps aren't big football

 “Superleague Formula spreads the awareness of our football club. It races in markets that perhaps we don't go to very often as a football club. It attracts a different type of audience and means motor racing fans who perhaps aren't big football supporters become attracted to Liverpool.”


Liverpool FC commercial director Ian Ayre was there in person to witness Adrian Valles clinch the Superleague Formula by Sonangol crown for Liverpool in Jarama. A fortnight on, he discusses how highly the title ranks and the role Superleague is playing in the club’s commercial expansion abroad.

SF: Another season and another title for Liverpool FC. What does it mean to have become Superleague Formula champions?

Ian Ayre:
It's important for this club to win things. Anything that represents us successfully as a football club is important. We've got a great team and a great driver and for the last two seasons we've been very successful in Superleague Formula. The pinnacle of that was winning the championship and winning it well. We had our Madrid supporters' club there and for all these fans it was a great day.

I was there alongside other members of our team and it's great to see how the interest is building. About 30,000 people turned up, so it's clearly growing as a sport and an event. We're contracted to stay involved for several more years and it looks like an exciting proposition. They're expanding where they race and are talking about places in the Middle East and Asia. These are areas where we're very big as a football club so it's a great synergy and a great fit.

 
SF: Tottenham were your closest rivals for much of the season. It must be satisfying to have beaten a fellow Premiership club?


IA: Their driver, Craig Dolby, was the only one who could have beaten us. He needed to win the second race last weekend and he was actually leading, but Adrian was able to get sufficiently up the rankings to win overall.

It was a little bit like the Formula One championship in that Jenson Button didn't win the race but clinched the series. The celebrations were unbelievable. It looked like Adrian had his entire village from Spain up on the podium with him. There was lots of champagne being sprayed about.


SF: Adrian visited Melwood and Anfield in the week leading up to Jarama. No problem with the language barrier I suppose?!


IA:
We're all aware of the clear Spanish connection Liverpool Football Club has and having Adrian is great. He had a great day at Anfield the week before. The players keep in touch with him. I know Pepe Reina is a bit of a petrol head and has been in regular contact. Rafa also sent a great message of congratulations to him on the day. He's fitted in really well and is clearly a rising star of motor racing.


SF: Why did the Superleague Formula concept appeal to Liverpool?


IA:
There's two things, for me. The first is us licensing our club logos and brand to Superleague. They have a similar arrangement with a lot of other teams. This is a financial opportunity for the club. The second thing, which is perhaps more important, is that it spreads the awareness of our football club. Superleague races in markets that perhaps we don't go to very often as a football club.

It attracts a different type of audience and means motor racing fans who perhaps aren't big football supporters become attracted to Liverpool. By the same token, established Liverpool fans can see a bit of motor racing and have a good day out. It's a family event with great access. They have a pit walk and you can walk along the grid as they are preparing for the race.


SF: Is this an example of the way the club is moving forward off the pitch?


IA: Commercially we are making great progress. It's great to see things like this improving our financial position commercially. It's always important to have different commercial strands in a football club. We have grown our family of sponsors and we've improved our retail business - we now have four stores on Merseyside. Our online business is also growing, so in all those areas we're doing well.

Superleague is an example of how we're doing with regards licensing, which is another area where Liverpool Football Club has value. People see that value and can create products of their own, and this has a financial reward for us. The combination of all these things is what will continue to increase our revenue and our position.

 
 
-Andy Wilkinson ,Tom Hornsby- also logo Superleague Formula

Permanent-URL: http://www.automobilsport.com/superleague-formula-ian-ayre-liverpool-fc-commerical-director-football-club---72979.html

18.11.2009 / MaP

More News

The game now available !
12.11.2009
SUPERLEAGUE FORMULA 2009: THE GAME NOW AVAILABLE! The all-new Superleague Formula by Sonangol video game was released last weekend to coincide with the title showdown between Liverpool and Tottenham at Jarama.The full PC format version, which can be downloaded from the Superleague Formula website, offers football fans the chance to race as their favourit more >>
Yelmer Buurman smashes Jarama lap record
11.11.2009
Yelmer Buurman’s fantastic Superleague Formula season finale in Jarama last weekend got that little bit better on Tuesday when the Spanish venue confirmed that the RSC Anderlecht driver had smashed its official lap record. The Dutchman, who scored victories in both more >>
Championship points 2009
08.11.2009
Superleague Formula Championship Points Pos. No RACING TEAM TOTAL Race 1 Race 2 Weekend Total 1  21  Liverpool FC  412  26  36  62  2  19  Tottenham Hotspur  382  36  45&n more >>
Jarama Race 2 and Superfinal classification
08.11.2009
  Race 2 - SF Round 6 Spain - Classification 1  4  Galatasaray SF Racing Team  H.P. Tung  45:42.682  31 laps  2  19  Tottenham Hotspur SF Racing Team  C. Dolby  45:46.577  3.895& more >>
Quotes after Jarama last race
08.11.2009
Adrian Valles (Liverpool): “It’s fantastic to have won the championship and I’d like to thank the whole team for the great job they’ve done this season. We have been competitive at every round, yet we’ve never had any problems with reliability. To win the Superleague Formula title is a great honour for a driver because the level of competition is s more >>
Anderlecht nets Super Final, but title belongs to Liverpool
08.11.2009
Liverpool claimed the 2009 Superleague Formula by Sonangol title in front of 33,000 spectators in the season finale at Jarama after a spectacular weekend of racing at the Spanish circuit. Adrian Valles drove intelligently throughout the final meeting, scor more >>
Jarama Race 1 results
08.11.2009
Superleague Formula Round 6 Spain - Race 1 Location: Circuito del JaramaDate: 8th November 2009Race 1 - SF Round 6 Spain - Classification1     8     RSC more >>
Driver Quotes after Jarama Race 1
08.11.2009
Yelmer Buurman (Anderlecht): “The car was great and we also saved some tyres. The start was a bit tricky when Esteban (Guerrieri) nearly overtook me but then I managed to brake a bit later and go around the outside at the first corner. From then on I more >>
Anderlecht dominates as title fight continues at Jarama
08.11.2009
Yelmer Buurman produced a dominant performance in race 1 of the Superleague Formula by Sonangol season finale at Jarama to clinch a first win of the season for Belgian giants RSC Anderlecht and gain revenge on Sevilla FC’s Sebastien Bourdais. Bourdais beat Buurman b more >>
Jarama qualifying results
07.11.2009
Superleague Formula Round 6 Spain qualification Location: Circuito del JaramaDate: 7th November 2009Qualification consists of :- Group A- GroupB- Quarter-finals- Semi-finals- Pole position Shoot-outQualification Final Classification more >>
Driver Quotes after Jarama Qualifying
07.11.2009
Sebastien Bourdais (Sevilla): “I’m very pleased to have my first pole position in Superleague Formula. We had a very productive morning in practice and improved the car throughout. It was very strong in qualifying, but the key here is to make as few errors as possible as it is so easy to make a mistake at this circuit, particularly as the tyres start to go off. A go more >>
Sevilla's Bourdais takes first pole as title contenders struggle
07.11.2009
Sevilla’s Sebastien Bourdais took his first Superleague Formula by Sonangol pole position in qualifying at Jarama, but the title race was blown wide open as both Liverpool and Tottenham Hotspur failed to make it out of the group stages. Spurs, who trailed the more >>
FC Basel’s Max Wissel smashed the Jarama lap record in free practice
07.11.2009
...this morning ahead of qualifying for the Superleague Formula season finale. The Spanish circuit’s previous best, set at the wheel of a Jaguar F1 car, was obliterated by the German whose 1m20.002s lap obliterated the existing mark by a whopping 2.842 seco more >>
Qualifying groups for SF Round 6 Spain at Circuito del Jarama
06.11.2009
  The two groups for tomorrow's qualifying rounds for Superleague Formula Round 6 Spain have already been set after the draw held at Palacio de los Deportes de Madrid. The groups are:GROUP A        &n more >>
General Standings before Jarama Races
06.11.2009
1     21     Liverpool FC     3502     19     Tottenham Hotspur     3013     9     Olympiacos     2594     10     FC Basel     2535     14     Corinthians  &n more >>
Entry list Jarama
06.11.2009
Superleague Formula 2009 Championship entry list for SF Round 6 Spain at Circuito del JaramaCAR Nº    RACING TEAM    MANAGED BY             DRIVER2     Sporting Clube de Portugal     Zakspeed     Ped more >>
Liverpool and Tottenham square off in Spanish title decider
06.11.2009
The destination of the 2009 Superleague Formula by Sonangol title will be decided in Jarama this weekend where Liverpool’s Adrian Valles and Tottenham’s Craig Dolby go head-to-head for the crown. more >>
Bourdais and Sevilla striking for Spanish hattrick
03.11.2009
Sebastien Bourdais might not have been in Superleague Formula for long but the multiple Champ Car champion has certainly made his mark after just two rounds and heads into his Sevilla squad’s home race at Jarama as one of the favourites this weekend. The more >>
Liverpool stars wish Valles luck ahead of Superleague showdown
03.11.2009
Adrian Valles heads to the final Superleague Formula by Sonangol round of the season in Jarama this weekend with the personal backing of Liverpool FC’s star names after visiting Anfield yesterday. Following Tottenham Hotspur title rival Cra more >>
Q&A: Adrian Valles vs Craig Dolby
29.10.2009
The 2009 Superleague Formula by Sonangol championship battle reaches its climax at Jarama next weekend when Liverpool and Tottenham go head-to-head for the title. Spurs’ Craig Dolby has played catch-up for most o more >>
Craig Dolby boosted by Spurs’ fans as Superleague decider draws near
27.10.2009
Superleague Formula title contender Craig Dolby warmed up for the season finale at Jarama in less than a fortnight’s time with a visit to White Hart Lane, home to Tottenham Hotspur, on Saturday where he was given a more >>
Liverpool FC maintains Superleague Formula lead
13.10.2009
Hitech-run Liverpool FC maintained its lead at the head of the Superleague Formula by Sonangol league table with two steady drives in the penultimate rounds at Monza last time out. Spaniard Adrian Vallés finished fourth and fifth in the two races, to give the team a 49 point advantage with two rounds remaining. more >>
Monza Weekend Winner driver quotes
04.10.2009
Sebastien Bourdais, Seville: “For sure the second race was going to be more difficult to win. If someone had told me we would have finished third after starting dead last, I would have said you are kidding! We just took it easy to start with as I more >>
Pedro Petiz and Sporting Lisbon win race two as Seville scores weekend win
04.10.2009
Sporting Lisbon’s Pedro Petiz took his and the club’s first Superleague Formula by Sonangol victory at Monza today after a mature, untroubled drive from start to finish. Seville’s Sebastien Bourdais meanwhile came through to third after starting last to grab the Weekend Winner award. more >>
Driver quotes from Race 1 in Monza
04.10.2009
Superleague Formula   Sebastien Bourdais, Seville: “It was a good race. The start was in my favour because for some reason the pole is on the left. That sounds like a b more >>
Seville and Bourdais net opening Monza race
04.10.2009
 Sebastien Bourdais picked up from where he had left off in Estoril by winning the first Superleague Formula by Sonangol race at Monza today after a commanding performance for Spanish side Seville. The Frenchman backed up his Shootout win on debut l more >>
Monza qualifying final classifications
03.10.2009
  Qualification Final Classification Qualifying Group A 1  10  FC Basel SF Racing Team  M. Wissel  1:36.444    2  16  FC Porto SF Racing Team  T. Gommendy  1:37.001  0.557  more >>
Guerrieri and Olympiacos net first Superleague pole in Monza
03.10.2009
Esteban Guerrieri scored his and Olympiacos’ first ever Superleague Formula by Sonangol pole position at Monza today after pacing Seville’s Sebastien Bourdais in the knockout final. Guerrieri, who had earlier beaten Roma and FC Basel, was never tested more >>
FC Basel to the fore as final Wissel blows
02.10.2009
Max Wissel offered a timely reminder to his rivals that FC Basel hasn’t yet given up netting this season’s Superleague Formula by Sonangol title after recording the fastest aggregate time over the two free practice sessions at Monza, Italy today.The 19 year-old more >>
Giorgio Pantano eyeing late Championship challenge at Monza
30.09.2009
The fifth round of this year’s Superleague Formula by Sonangol campaign comes from Monza this weekend (October 2/3/4) where Liverpool’s Adrian Valles will be hoping to establish an unassailable lead at the top of the championship. The Spaniard heads to It more >>
Midtjylland to benefit from ‘Mechanic of the year’ at Monza
25.09.2009
The Superleague Formula by Sonangol paddock will welcome a fresh face in Monza this October after a young Danish mechanic won the chance to work with FC Midtjylland and Hitech Racing. Brian Nonboe Kristensen will help prepare Kasper Andersen’s race car as part of his more >>
International GT Open and Superleague Formula to share Monza weekend (October 3/4)
24.09.2009
Italian fans to enjoy the excitement of both top level GT and single seater racing Italian motorsport fans will have the chance to enjoy a very special racing event on 3/4 October when the lege more >>
Tottenham’s Craig Dolby interview
23.09.2009
Tottenham’s Craig Dolby currently lies second in the Superleague Formula by Sonangol standings as he prepares for the championship’s penultimate round at Monza on October 3/4. Here, the Melton Mowbray driver discusses his year so far and just how he became one of the series’ hottest properties.Superleague Formula: You went straight from racing in French For more >>
Superleague young guns shooting for the stars
22.09.2009
Cast an eye across the Superleague Formula paddock and you’ll likely recognise some familiar faces; former F1 drivers, a multiple ChampCar champion, GP2 title-winner and host of other famous names all now playing their part in the football-themed series. Look past the star attractions however and you’ll find two young drivers who have shown their more esteemed peers the way forward more >>
Superleague Formula's V12 nets engineering accolade
14.09.2009
Superleague Formula’s bespoke V12 engine has been shortlisted as a finalist for this year’s British Engineering Excellence Awards (BEEA), organised by Findlay Media. The 4.2 litre V12 unit, which produces in excess of 750 horsepower, has continued to turn heads with both its performance and reliability this season. The motor, with its spine tingling exha more >>
Victory for FC Porto while Liverpool FC extends Superleague Formula lead
08.09.2009
Hitech-run FC Porto took victory in the second of three Superleague Formula races at Estoril on Sunday while second and ninth place for Liverpool FC extends its lead at the top of the tables. New signing Alvaro Parente, making a one-off more >>
Estoril Race results and overall standings
06.09.2009
SF Round 4 Portugal - Race 2 results 1     16     Porto FC SF Racing Team     A. Parente     46:07.422     30 laps2     1 more >>
Sebastien Bourdais shows his class to net €100,000 Super Final prize for Sevilla
06.09.2009
Sebastien Bourdais netted Spanish club Sevilla a €100,000 prize by sensationally winning the Superleague Formula by Sonangol ‘Super Final’ on his championship debut at Estoril. The Frenchman, who recently lost his place on more >>
Adrian Valles extends Liverpool's league lead in Portugal
06.09.2009
 Liverpool extended their lead at the top of the Superleague Formula by Sonangol league table in Estoril, Portugal thanks to Adrian Valles’ second and ninth place finishes in the day’s two races. Having qualified for the Super Final after scoring the third highest points total of the weekend, the Spaniard then won himself and the team €30,000 for finishing third. more >>

Kategorien

2001-2021 automobilsport.com full copyright