After Anfield announcement, new behind-the-scenes rivalry set to engulf Liverpool and Everton

Adam Williams – Head of Football Finance and Governance Content for GRV Media – has now shared comments with TBR Football that Everton could now pose a serious threat to Liverpool in regards to revenue generated from non-football events.

Fenway Sports Group have prioritised high-profile concerts in recent years as another revenue stream, with appearances by Taylor Swift, The Rolling Stones, and Dua Lipa among others earning the club millions.

Liverpool scooped the Best Sports Licensed Property award, beating the likes of Arsenal and Manchester City, as well as the NFL and Formula One.

Indeed, TBR Football projects the Reds to record north of £700 million in revenue for the 2024/25 financial year.

And following the announcement on Liverpool’s official website, My Chemical Romance will be the latest act to perform at Anfield and are scheduled for a performance on 30 June 2026.

However, John Henry will soon face fierce competition to attract the biggest artists in the world to Anfield, with The Friedkin Group proceeding with plans to maximise revenue at the Hill Dickinson Stadium.

Exclusive: Everton hold the advantage over Liverpool for future commercial deals

While Liverpool have embraced the digital age and are one of the most followed sports institutions across the globe on social media, there are limitations to the avenues through which FSG can pursue non-football income.

Tottenham Hotspur have laid the blueprint on how best to maximise commercial revenue via non-football events, with Spurs’ lucrative partnership with the NFL yielding significant profit.

However, with Anfield based in the heart of a residential area, among other logistical issues, the Reds must remain within their means outside of football, and with Everton’s brand new Bramley-Moore Dock stadium up and running, football finance expert Williams has revealed how this could raise significant complications for FSG.