So, at first

The target:
Liverpool FC is the most popular club in England.
The club represented the workers, during the economic crisis of the city, in the eighties.

The process of conquering higher life level consumers is less developed in Liverpool Fc, than in the others English football club, like Manchester United or Arsenal.

On the other part, the popular roots of the club are developed by the famous anthem "You'll never walk alone"

Anyway, in order to raise capitals and to buy better football players, Liverpool FC has tried to seduce new types of supporters, for merchandising.