The Klopp effect: Massive commercial growth off the pitch with Jürgen as manager
6 June 2019
Jürgen Klopp seals his place in Liverpool folklore after leading the club to Champions League glory.
The German “human catcher” has also proved a catalyst for impressive commercial results off the pitch for Liverpool and former club Borussia Dortmund.
Champions League-winning manager Jurgen Klopp has delivered Europe’s top prize to Liverpool - he has also been the catalyst for an impressive uplift in the commercial performance of the club.
According to authoritative research, Klopp’s time at Liverpool has also coincided with massive growth in the club’s shirt sales.
Since arriving at Anfield in October 2015, Liverpool’s shirt sales figures have increased by 50 per cent - from 1 million shirts a year to 1.5 million.
Further increase expected
The research, carried out by veteran analyst Dr Peter Rohlmann, also revealed Liverpool’s merchandise retail sales have also shot up - by £35 million a year from £165 million to £200 million - the equivalent of a 21 per cent increase in just over three and a half years.
Liverpool’s sales figures are expected to increase further after the club won the Champions League, the sixth time in their history that Liverpool have been crowned the champions of Europe.
Jürgen Klopp, 51, has never been a football superstar, but has started an extraordinary career as a football coach - very successful and very smart, if looking to his enthusiasm and his popularity"
The Klopp effect also saw shirt and merchandise sales at Borussia Dortmund increase significantly during the seven years he was in charge of his former club.
Klopp spent seven years in charge of Mainz before arriving in Dortmund in the summer of 2008, and leaving at the end of the 2014/15 season.
250 per cent increase
Research has found that between 2008 and 2015, shirt sales at Dortmund increased from 95,000 a year to 480,000 a year - a rise of 385,000 shirts a year, the equivalent of a 400 per cent shirt sales increase.
Dortmund’s merchandise retail sales during the Klopp era increased from £17 million a year in the 2008/09 season, to £66.5 million during the 2014/15 season.
Rohlmann said: “Jürgen Klopp, 51, has never been a football superstar, but has started an extraordinary career as a football coach - very successful and very smart, if looking to his enthusiasm and his popularity.
“In particular, his coaching roles in Dortmund and Liverpool have brought him the status of a hero.
Leaves positive traces behind
“Of course, a coach is not the one and only reason for sporting and economic successes. However, it is noticeable that Jürgen Klopp always leaves behind many positive traces after leaving his coaching roles too.
“Maybe it is just because of his professional competence together with a good team behind him, but certainly also because of his charisma and his talent for motivation.
“In that respect, you can call him a ‘human catcher’, a term that applies to his players and his club - but especially to the fans.”