Liverpool FC recently announced the launch of a new academy in India. The Steve McMahon Football Academy, a franchise of the Liverpool International Football Academy, will open its doors in Delhi later this year and three more are planned for other areas of India. After that, Liverpool plan more academies in other Asian countries and beyond.
Unfortunately for the Reds, they seem to have got off to the worst possible start in their quest for world domination of the football academies market. Some journalists stormed out of the press conference for the launch of the Delhi soccer school as Steve McMahon, not known for his PR skills, stonewalled some of the more probing questions about the structure and aims of the academy. Unsurprisingly, a very unfavourable article about Liverpool's plans appeared in The Economic Times of India. If you have visions of urchins from India's infamous slums being noticed and propelled to stardom in a heartwarming rags-to-riches story, then think again. At $1,000 a pop, this academy is for India's burgeoning middle class only.
Some snippets below from the article which can be read in full
HERE
What the club is essentially doing is lending its instantly recognisable brand name (for a fee, of course) to local entrepreneurs who would run training camps for well-heeled urban kids who could afford to fork out good money to learn to play the "Liverpool Way"
No screening, no talent spotting. If you can pay, come and kick a ball. This is football as fast-food franchise.
The issue McMahon, and other representatives from Liverpool, were trying to dribble past was that the venture's aim is to simply sell more Liverpool merchandise than produce better footballers.
Spanish giants Barcelona have a programme running for the past couple of years, and not to be left too far behind, arch rivals Real Madrid too started a similar campaign earlier this year. But the different styles adopted by the English club and its continental rivals reflects the EPL's "greed is good" attitude as opposed to the stronger community development commitment clubs in Spain have.
That last line is particularly damning. Remember this comes from the Economic Times, not the Morning Star. When a pro-capitalism, pro-free-market broadsheet is castigating you for putting profit first then there can be little doubt as to Liverpool's motives. And it again underlines that Liverpool's reputation as some sort of community-focused, left-of-centre, people's club in contrast to the rampant commercialism of Chelsea or Man U, is totally misplaced.
But we shouldn't be surprised. On Liverpool's official website, this is the blurb designed to entice investors to open a Liverpool branded international football academy franchise:
From a standard ‘pay as you play’ clinic or school holiday camp through to the ultimate offering with our International Football Academy. Our Academy franchise packages can provide you with the opportunity to develop an integrated brand presence by giving you the option to both (sic)
Liverpool Football Club retail merchandising and food & beverage opportunities.
No mention there of helping under-privileged kiddies in poor countries make it to the big time; no mention of helping to improve the standard of football in the countries which Liverpool hope to colonize through their academy scheme. Just talk of selling merchandise and food & drink.
Spirit of Shankly? Spirit of Maggie more like.