Liverpool FC CEO Billy Hogan Discusses Pre-Season Tour, Asia Market Expansion, and Global Fan Engagement Strategy.

Roger Hampel

Billy Hogan, CEO of Liverpool FC | Image: Liverpool FC

As Liverpool FC kicks off its pre-season tour in Asia, CEO Billy Hogan has underlined the club’s broader commercial and community goals during an official interview with Liverpool FC Media.

Hogan addressed the significance of the Reds' return to Asia for the first time since 2023, outlining a multifaceted itinerary that combines football preparations with commercial activations, fan engagement, and social responsibility initiatives across Hong Kong and Japan.

Strategic Market Expansion Liverpool FC Asia Billy Hogan

The club’s 2025 pre-season schedule includes fixtures against AC Milan in Hong Kong and Yokohama F. Marinos in Japan. Both matches will be played in sold-out stadiums, including the newly inaugurated Kai Tak Stadium. Hogan emphasized the importance of the Asian market, noting that nearly a quarter of the club’s 200 million+ global followers on social media are based in the region.

"Asia is a critical region for us—not just commercially, but because of our loyal fan base. We’re here to build meaningful connections, especially for fans who may never have the chance to visit Anfield," Hogan stated.

Community and Legacy Initiatives

Beyond the matches, Liverpool has deployed its LFC Foundation coaches to run grassroots clinics in both countries. In Hong Kong, the club is engaging with the Special Olympics, while in Japan it is working with the Make-A-Wish Foundation. These activities align with the club’s broader commitment to social impact.

"Whenever we tour, we want to do more than just play matches. The Foundation’s on-the-ground work is a core part of what we bring to these communities," Hogan said.

Commercial Activations and Retail Expansion

The tour also serves as a key platform for global partner activations. Liverpool’s major sponsors—including Standard Chartered, Japan Airlines, AXA, Kodansha, and Carlsberg—will be involved in numerous events and campaigns throughout the pre-season schedule. Hogan highlighted the deep relationship between the club and its commercial partners in the region.

In a notable retail development, Liverpool will mark a global milestone by opening its 20th standalone official store in Hong Kong. The opening follows the recent launch of its 19th outlet, making the club the football brand with the most standalone retail stores worldwide.

"We are opening our 20th standalone retail store here in Hong Kong. That means we have more standalone retail stores than any team in sport, which just shows the power and strength of this football club," Hogan noted.

A Platform for Players and Legends

The pre-season tour offers newly signed players a chance to experience the global scale of Liverpool FC. According to Hogan, stepping into packed stadiums across Asia offers a clear perspective on the club’s international reach.

"New players gain a real understanding of the scale of this club when they step into packed stadiums in Asia," Hogan added.

Liverpool legends such as Sir Kenny Dalglish, Ian Rush, Sami Hyypiä, Lucas Leiva, Niamh Fahey, and Jerzy Dudek have joined the travelling party. They will participate in both community outreach and commercial engagements, further enriching the club's presence in the region.