Liverpool’s Model for Selling Players at Premium Prices | OneFootball

Liverpool’s Selling Model Setting the Standard for Premium Prices

A decade ago, transfer windows were measured by marquee arrivals, the excitement of fresh faces, the unveiling of a new number nine. Now, in an age defined by profit and sustainability rules, the measure of success is often as much about who leaves as who arrives. Liverpool have emerged as the masters of this new era. Alongside Manchester City, they have the most formidable record in the Premier League when it comes to selling players for premium prices and doing so without weakening the team’s competitive edge.

This summer was the perfect example. Liverpool generated £194 million from outgoing transfers to offset a spend of £419 million, with add-ons pushing both figures even higher. Only Chelsea and Bournemouth raised more from sales, yet Liverpool’s achievement stands out for the strategic precision behind it. Where Manchester United spent the summer struggling to move on their “bomb squad”, Liverpool held firm on valuations, extracting every possible penny from suitors who knew they were dealing with a club that would not blink first.

Selling With Patience and Purpose

Liverpool’s selling model is not about clearing the books in panic. It is about leverage, timing and creating value over years. Darwin Núñez was sold to Al Hilal for €53 million after a patient process that ensured Liverpool recovered a significant sum.

Jordan Henderson and Fabinho also left for major fees, but what really demonstrates the strategy’s sophistication is the money raised for fringe players. Jarell Quansah, Harvey Elliott, Ben Doak and Tyler Morton were all sold for healthy profits, a testament to careful player development and loan planning.

Even Trent Alexander-Arnold’s early departure, after failing to agree a contract renewal, was handled pragmatically. Real Madrid paid £8.4 million to sign him for the Club World Cup, a sum that softened the blow and allowed Liverpool to reinvest.

Photo: IMAGO

Michael Edwards, Richard Hughes and the Structure Behind the Success

Michael Edwards’ return as CEO of football has been central to this renewed focus. His history at Anfield is defined by high-value exits, from Philippe Coutinho’s £142 million move to Barcelona to the impressive fees commanded for Jordon Ibe, Rhian Brewster and Neco Williams.

Richard Hughes has taken that template and refined it. In three transfer windows, he has raised around £290 million. His work at Bournemouth was characterised by buying cleverly, selling smartly and reinvesting wisely, and he has transplanted that approach into Liverpool’s system. Players like Dominic Solanke and Nathan Ake were sold at significant profit under Hughes’ watch, and now he is overseeing similar outcomes at Anfield.

Ben Doak’s departure this summer is a case study in value creation. Signed for £600,000 in 2022, he made only three Premier League appearances but was carefully managed through a Middlesbrough loan and made available only at a price Liverpool deemed appropriate. When Bournemouth reached £20 million rising to £25 million, the deal was sanctioned, complete with a buyback clause.

Loans, Buybacks and Building Value

Liverpool’s loan system is not scattergun. Delegations are sent to check training facilities, potential clubs are vetted on their track record of player development, and individuals are closely monitored through the season. This is how Sepp van den Berg’s value was maximised before being sold to Brentford for £20 million plus add-ons despite not playing a Premier League game.

Photo: @LFC

Hughes used comparative data to justify that valuation, showing Brentford how similar defenders were priced. That trust between the two clubs paved the way for a further £18 million deal for Caoimhin Kelleher, who was entering the final year of his contract.

Photo IMAGO

Liverpool also conducted intelligent business with Bayer Leverkusen, agreeing a deal for Florian Wirtz that satisfied FSG’s financial boundaries while allowing Simon Rolfes to justify a major sale. The inclusion of buyback clauses for Jarell Quansah and Harvey Elliott shows Liverpool’s ability to balance short-term profit with long-term control over talent.

Stronger After Sales

Some of these decisions have been difficult. Diaz, a player Arne Slot enjoyed working with, was eventually sold when Bayern Munich’s bid reached €75 million, one of the largest in their history. By then, Liverpool had calculated that such a fee for a 28-year-old was simply too good to refuse.

Photo: IMAGO

With Florian Wirtz, Hugo Ekitike and Rio Ngumoha stepping up, Liverpool’s attack looks refreshed. Crucially, the balance sheet is healthier, meaning there is scope for future investment.

Liverpool have shown that selling does not have to signal weakness. It can be part of a virtuous cycle, where reinvestment leads to squad renewal and further success. Only Chelsea and Bournemouth have raised more from sales, but their business has often come at the cost of first-team strength. Liverpool’s record is different.

Their ability to sell players for premium prices while remaining competitive is now a cornerstone of their identity. Rivals may spend lavishly, but Liverpool’s model is sustainable, ruthless and effective. In the age of profit and sustainability rules, it might be the most valuable competitive edge of all.