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...