John W. Henry is a very clever man. When I was still suckling in 1981 JW Henry was establishing his own company and within 10 years had two offices and one of largest commodity brokerage firms in America and was /is considered an extremely gifted commodities futures trader.
The firm's management methods are in making mechanical, non-discretionary trading decisions in response to systematic determinations of reversals in each market's direction, with the explicit intention of precluding not only human emotion, but also any subjective evaluation of such things as the so-called fundamentals, to trigger each decision to be long or short each market, or not.
It seems the man likes to take a gamble with high stakes and has a track record of winning since you don't get to spend 300 million on one of highest investment risks in business otherwise. Pretty canny if you ask me. A club with a global fan base and annual profits of around £40 million a year was a snip at £300 million not only that it can afford to pay you a tidy salary that makes up only a percentage of your annual income.
You may have only heard the names NESV is paired with, Red Sox and its ground Fenway Park, and various properties surrounding the stadium, Henry's Fenway Sports Group bought a 50% stake in the Jack Roush's Roush Fenway Racing stock car racing team it also owns 80% of New England Sports Network (think LFCTV with loads more money behind it) and Fenway Sports Group, a sports marketing and management firm, one that will no doubt be able to make NESV an even prettier penny.
Since arriving at the club JWH has made huge strides in repairing the damage and mistrust felt by supporters about the previous shambolic regime. He has met with supporter unions, council chiefs, management, players and one person in particular, Paul Tomkins. Critically acclaimed, Tomkins is hailed by Liverpool fans as one of the most established and talented writers outside of the national media. Pauls website Tomkins Times and the pieces he writes, as well as ones from contributors provides the reader with analytical observations backed up with cold hard data that mainstream media are either too afraid or not capable of attempting.
With his followers on twitter and subscribers to the site growing by the hour. Not to mention his new book "Pay as you Play" receiving critical acclaim Tomkins has a credibility that few would argue with, even fewer would even try as opinions based on facts are very difficult to disparage. Who better then JWH, a man who has built up a multibillion dollar empire using the philosophy " with the explicit intention of precluding not only human emotion", to have a man like Tomkins at his disposal, a fan who above all else wants Liverpool FC to be the greatest.
All of these steps contain one very important facet, one which the previous owners failed to realise and one which is central to any club being a success. Acceptance. If LFC are to move forward and reap the rewards financially and the awards its long suffering fan base wish for so dearly, NESV need the backing of the fan base. No longer does this mean the red half of Liverpool and a large contingent of Irish supporters born during the LFC heyday, Liverpool FC is a global brand with an ever increasing fan base, thanks to generations of emigration and the weekly television soap opera that the EPL has become JWH holds the keys to a billion dollar ATM machine.
This depends on one thing, keeping the supporters on his side and to do this he has to contend with a number of issues :
The Manager
The start of Roy Hodgson's tenure at LFC has been difficult viewing for everyone. His style of 9 men behind the ball and two up top is one supporters are used to seeing being used by the opposition not by a team that once prided itself on attractive attacking "pass and move" football. Roy's near omnipresence in the media has made supporters groan on an almost daily basis and it seems Roy, who has already said he's beginning to feel like a superstar with his amount of media presence since coming to Liverpool enjoys the limelight and the sound of his own voice since he tends to use 400 words to reply to a question hardly worth 40.
The Spanish Armada
In a year where Spain has become one of the few teams to hold both the World Cup and the Euro's at the same time few could argue that when it comes to football right now Spain is where it's at. The style, skill and grace that can be seen in the Spanish national team and by the majority of teams in La Liga has to be admired. So why now does a club that contains some of the hottest young Spanish talent available (Suso, Pacheco, Ayala all brought in by Benitez who convinced them not to join some of the biggest teams in Spain) Pacheco a mercurial talent has already climbed through the ranks at Anfield and now finds himself on the periphery due to Roy's bullyboy tactics and his wish to punish the players involved in the Northampton defeat, even though Pacheco arguably brings as much to the table as Joe Cole but has the pace JC has lost and an ability to tackle rather than standing bent over in front of an opposing player (watch JC in the next game, he loves the feeling of his knees so much he has to keep touching them with his hands..)
So why did the board of LFC feel the need after one relatively poor season to return to a more English style, and have the feeling that the club needs to take its heritage back, which was put into words by Jaime Carragher last season, which also begs the question, how do one or two players find themselves in a position to dictate what direction the club should be taking ? Then again that's now a Frenchman's job.
The Moolah
As the January transfer window approaches the some media outlets and certain gullible fans believe that NESV are going to splash the cash, unfortunately for some the days of signing players worth £20-30m are over. J.W Henry has already outlined his admiration of Arsenal and the system of buying stars of the future for a competitive price, getting their best years and selling them at their peak or hopefully right after for a decent profit. This is how most financially viable clubs on the continent sustain a decent cash flow into their books and gives them the reputation of blooding stars of the future, which in turn can only help them capture more talented young players that have other options. (Comolli has also said this is where he see's Kenny Dalglish playing a role in bringing talented youngsters to the club)
The downside to this is that we may never see the likes of the talismanic Steven Gerrard grace Anfield for an entire career as it makes very little commercial sense, unless their marketing value through shirt sales and sponsorship outweighs the cost of keeping them at the club. Had NESV been at the club a few years ago there would be a very good chance we would be seeing Stevie G lead Chelsea out at Stamford Bridge for the last few seasons before being sold to Real Madrid. A system of selling established stars may be disliked by the fans initially, however it could be a useful tool in nipping the growing player power at the bud.
The Media
It doesn't take a genius to see that Roy Hodgson is a reporters wet dream. He gives them what they need most, Content. Roy has a willingness to entertain every question with an long exhaustive retort as long as it's not a negative question aimed squarely at him, when it is his responses are mono syllabic and prickly at best. The time and patience being shown to Roy by the media is astounding considering the performances and results being so poor are only highlighted when you see the media reaction to Roberto Mancini and Man City even though they sit in the top four have four away wins only matched by Arsenal and have shown some great 90 min performances compared to the odd decent 45 min Liverpool have managed to muster. It is this reason that JW Henry et al must be careful about their decision on Roy's future. Any sacking to an English manager especially one that fortunate enough to find himself at one the world's biggest clubs and one who has many old pals in the media could be a can of worms NESV are not willing to open, yet.