Liverpool hires Fenway marketing exec Billy Hogan - Boston Business Journal

W. Marc Bernsau.

Fenway Sports Management's Billy Hogan used to run marketing for the Red Sox, Liverpool and LeBron James. Now he'll focus solely on Liverpool.

Galen Moore

Web Editor- Boston Business Journal

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The Liverpool Reds have picked Fenway Sports Management marketing executive Billy Hogan as its commercial director, the UK soccer club announced Thursday.

Liverpool FC, an English Premier League soccer club, is owned by Fenway Sports Group    Fenway Sports Group Latest from The Business Journals Forbes: 21 South Florida residents among world’s richestN.Y. Times to sell M stake in Red Sox; Q4 ad sales dropNew Balance gets a kick out of Sox's soccer arm Follow this company (FSG), which also owns the Boston Red Sox, Roush Fenway Racing and Fenway Sports Management, a sports marketing agency. As a managing director, Hogan's charges included Red Sox, Liverpool and NBA star LeBron James.

Led by owners John Henry and Tom Werner, Fenway Sports Group acquired Liverpool FC in 2010 for $480 million. The ties between Liverpool and FSG's other properties are close. Red Sox executives have been talking about bringing Liverpool to Fenway Park for an English Premier League match since August. In March, they announced Liverpool would play Italian Serie A team AS Roma at the historic ballpark.

In a 2011 Boston Business Journal profile, Hogan said the acquisition of Liverpool, with its massive fan base, has changed the game for Fenway Sports Group. “It really has changed our perspective because of the global nature of Liverpool,” Hogan said. Liverpool's defeat of Premier League rival Manchester United, two seasons ago, drew a global audience of 500 million.

From last year's BBJ profile of Billy Hogan:

Hogan grew up in Cleveland, where James cemented his status as an NBA superstar before jilting the Cavaliers for the Miami Heat. Hogan said he respects James because of the level of interest he has in his partnerships.

“I have a different perspective,” Hogan said. “(LeBron) is actually a great guy. He has been really great to work with. It all comes down to his willingness to participate and to get feedback.”

...

James considered better-known agencies that can tout their long list of famous clients. Hogan said Fenway Sports Management could differentiate itself because it represents properties, not individuals. “That resonated for sure,” Hogan said.

James wanted his name associated with blue-chip sports properties known around the world. Hogan said Liverpool played a big role in negotiations.

Fenway Sports Management ultimately struck a business partnership with James and (business manager Maverick) Carter, who also agreed to acquire a stake in Liverpool FC.

“We haven’t done athlete representation,” Hogan said. “But LeBron is a global icon.”

Hogan's move to Liverpool full-time was reported earlier by Bloomberg and the Liverpool Echo.