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The King is gone: what next for LFC?

By on May 17, 2012

A look at the departure of Kenny Dalglish from Liverpool and what the potential next moves might be by FSG.

So, the King has gone. Long live the King. The latest twist in the FSG ‘grand plan’ has taken another turn; but what does it mean for the future of Liverpool? On the face of it; the club looks a complete and utter mess at this point; there is no clear leadership and the lack of communication has created a void which is being filled by rumour and speculation.

Ian Ayre claims that the ‘Liverpool Way’ is to keep things in house; away from the prying eyes of the media. But the landscape football operates in has changed completely since the days of Shankly; it is our failure to adapt with it that has seen so many wrong decisions and a lack of progress over the past two decades.

It is important to start at the heart of the matter: by sacking Kenny Dalglish FSG have taken a huge gamble; the power of Liverpool’s fan base should never be underestimated, as Hicks and Gillette found out. Whilst many Liverpool fans were asking for a change: Dalglish is a hero and idol to those at the core of the support; he embodies the culture of Liverpool; he is the club’s heart and soul. To dispense with him in such a ruthless way is a clear sign that the ‘Liverpool way’ is changing.

Was sacking Dalglish the right decision? In the longer term, maybe it was. But what was wrong was the clinical nature of it; the leaks through twitter and the media before there had been any official confirmation. Dalglish leaving the club was always the biggest fear I had about him coming back, especially if it was against his wishes. Any parting of ways should have been far more dignified; and in a manner that recognised the service given to Liverpool by one of its greatest ever servants. But, as with a number of other PR disasters this season, the club and the owners let themselves down, and more importantly they let Dalglish down.

The manner in which FSG operate is very much unique to private equity; ruthless. Having worked in a communications role for a firm owned by a private equity house; I do have a bit of an insight into how decisions are made; and also some ideas about how the future may unfold. I have written a few articles on the structure at Liverpool FC and how I see it playing out. I genuinely believe the new structure at Liverpool will be similar to the one I suggested a few weeks ago.

The frustrating thing is that I believe FSG are a progressive owner; I believe they are looking long term and the decisions they are making are the tough decisions to take the club forwards. But; what is missing is the context to decision making. From a communications perspective; the owners have failed to articulate the journey the club is on to its most important stakeholders, its supporters. This means that decisions are taken at face value; with no real understanding of why they have been taken or what they mean. If you want supporters to understand; you have to take them on the journey with you: thus far, FSG have failed to do that.

I know that is probably a communications failure: the departure of Cotton was not just related to Suarez. I have recently written an article for Paul Tomkins on PR & Comms at Liverpool FC that looks at some of the issues the club faces from a communications perspective. But, to summarise, the club desperately needs to get better at taking hold of its messaging and narrative. The lack of messaging coming out of the club is leading to a breakdown in trust: very easy to lose, but much harder to build.

I have spoken before about the need for a cultural shift at Liverpool; for everyone connected with the club to stop looking backwards and start looking forwards. We have got to find a way to integrate our past with our future; everybody from the owners through to the supporters needs to start thinking ‘what needs to be done to progress the club’. That will sometimes mean tough decisions; we shouldn’t shy away from them, but on the flipside we should also be respectful and true to our values when making and announcing them; which is where I believe we failed with Dalglish.

What next?

As I touched upon in my ‘fit for the future’ article I believe that either AVB or Martinez would be progressive appointments. But neither would work in isolation; they would both need a strong Director of Football behind them. In the FSG ideology the Director of Football role is the vital one. The manager is there to deliver the strategy on the pitch; but the DoF is there to devise it.

That is why I believe there will be no announcement on the manager role until a Director of Football is appointed. Whilst the media and supporter focus will be on the manager in the UK; the owners focus will be on a DoF in the US. Whilst I’d love to see Rafa back, I don’t believe it is a reality, not least because I don’t think he is the right fit into FSG’s preferred structure.

I believe the time to judge whether FSG have got it right over Dalglish or not will be when announcements are made on new appointments. If it is a Cryuff / AVB combination: that on paper looks appealing for example. Whilst I think it is right that the owners have attracted criticism for how they managed Dalglish leaving; it is the next stage in the story where they really have to be judged.

It is also essential that we get the right appointments in place in the administrative functions as soon as possible. Key to that is the appointment of a CEO; and as I have repeatedly said I believe that there is a possibility that will be Brian Barwick. He is already working in an advisory capacity (fact); and his understanding of the FA, media past, and leading an organisation through change in an attempt to modernise seem to me to be exactly what Liverpool needs; especially if you consider his lifelong support of the club.

Also important is the vacant Director of Communications role. It is an area that the club needs to nail; I expect to see a big hitter come in either from the sporting sector or perhaps an ex-journalist. Somebody that understands the media landscape; and how modern communications work. I then expect to see a far more integrated approach to communications; with far more control over messaging and narrative.

I expect all of this to happen soon, days and weeks rather than months.

The key message to supporters I think is that the destabilising effect of change is sometimes a false mask to progress. Whilst nobody knows what is happening (yet); I do believe that the FSG methodology is analytical and strategic: these decisions will not have been taken without a clear plan in place.

The way I am trying to look at the current situation is that the club is entering a new phase of development. We have stabilised our finances, and we now have a clear idea of what needs to be done on the pitch and off it. In my article the transition from digression to progression I touched upon how a change in direction may be the path to progress: and I believe that is the view of the owners. 

One thing is clear; the owners have to now start delivering. The natives are restless; and unless a clear plan is put in place for the club to progress soon, those noises will only get louder. 

Finally: it is important to say that Kenny Dalglish will always be my Liverpool hero. What he has achieved as a player and manager, what he has given as a man is up there with Shankly and Paisley. He is an architect of the Liverpool we have today, and always will be a Liverpool legend. He is the heart and soul of what Liverpool Football Club means. I have always worshipped Kenny Dalglish; and I always will. He came to our rescue in our hour of need; and he deserves our eternal thanks. 

It is important to remember that Liverpool Football Club is special to so many people for memories Dalglish has given us. That will never change.


About Si Steers

Professional communicator and fanatical Liverpool fan. I write for This is Anfield and for Paul Tomkins (The Tomkins Times). Find me on Twitter: @sisteers.

  • CostaY

    We should
    really be grateful and thank Principal Owner John W. Henry, Chairman Thomas
    Werner and FSG for their steady commitment to turn around the fortunes of this
    historic club and make all LFC’s fans worldwide proud again. Parting company with Kenny Dalglish was not
    an easy decision to make but it was the right one for many reasons that we
    analyzed previously a lot of times. LFC
    needs a top-world class manager and they should very carefully select the ideal
    replacement. They should select from the
    following highly rated managers:

    1. Jose
    Mourinho

    2. Pep
    Guardiola

    3. Guus
    Hiddink

    4. Fabio
    Capello

    5. Joachim
    Low

    6. Jurgen
    Klopp

    7. Louis
    Van Gaal

    8. Lorent
    Blanc

    9. Marcello
    Lippi

    10. Maximiliano
    Alegri

    11. Antonio
    Conte

    12. Andre-Villas
    Boas

    13. Marcelo
    Bielsa

    Rafael
    Benitez

    • wew

      Rafa Benites or Lorent Blanc for me

      • M_aydal

        thats a lovely list! not those coming from clubs like Norwich or Swansea!

  • AKM

    FSG may at some level be excused for their ‘ruthlessness’. But if they were going to be ruthless about it, then ideally they should have been ruthless last season, by thanking Kenny for taking us through the post-Hodgson season, and then handing over the 100 Mil kitty to the new manager who fit their profile.

    The flaw in FSG’s actions as I see it, is that now they have placed the club in a position where we have a squad overhauled completely by Kenny and Comolli, none of whom are at the club, and if rumors are true (and it seems safe to assume they are in this aspect), the new manager coming in will not be handed a substantial amount for transfers, and will thus have to make do with Dalglish’s squad.
    One way to raise money would be to sell, but who can we sell now who wont represent a huge loss? No one is going to buy Downing from us for 20 Mil. (And he is the only one who I would possibly want to see sold/replaced).

    Once a substantial investment in a proposed strategy had been made, they should have stuck by the manager long enough to give him time and resources to succeed with his squad. As I seem to keep repeating, one year with a new squad is not enough to turn our fortunes around, specially with the other factors taken into account.

    At this stage, FSG have placed themselves in a position where their next appointment is downright critical. If the new manager comes in and screws up, or does not win a trophy and does not get top four, the Kop will be baying for his blood sooner than you can say Hodgson. The new manager will not have the luxury of spending big to rebuild the squad based on his own philosophy/vision. We will be entering the transfer market late (and thereby possibly lose out on targets) because two weeks from the window there is no manager, or DoF in place. If Kenny had been given another year and could not deliver, I doubt if there would have been such a turmoil if he resigned/was sacked/was moved on (however you want to say it). But if FSG get the appointment wrong now, there is going to be complete chaos come next summer.

    That said, I for one am really disappointed that names like Martinez, Rodgers etc. are being thrown around. Martinez specially, who at the end of the day is getting credit for not getting his side relegated, with a scrap that was determined in the second last week of the season. Rodgers and Lambert who are both unproven in top leagues. Seriously?

    With how much is riding on the next man in, I sincerely hope that FSG have the sense to pursue a proven and reliable manager rather than indulge in experimentation, specially given that their expectations are top four, anything else is a disappointment, and disappointments translate into a new manager.

    • Tim Jones

      ‘The flaw in FSG’s actions as I see it, is that now they have placed the
      club in a position where we have a squad overhauled completely by Kenny
      and Comolli, none of whom are at the club, and if rumors are true (and
      it seems safe to assume they are in this aspect), the new manager coming
      in will not be handed a substantial amount for transfers, and will thus
      have to make do with Dalglish’s squad. ‘

      I agree – it makes little sense from the owner’s perspective, for them to give Kenny what they did last summer, let him spend it on players he identified and then kick him out when it all went tit’s up this season – and go back to square one by appointing a new manager whose very unlikely to want the likes of Downing and Henderson in their squad following their lack of impact this season

      Which means they’d either be sold at a massive loss or hung onto in the hope that the new manager (who probably won’t have faith in them) can get more out of them than the old one (who did have faith in them) can. It seems unlikely

      As i said earlier I’m also disappointed with the names banded out. I remember after Houllier’s sacking, members of the English press said we should be looking at the likes of Allardyce and Curbishly – the flavour’s of the month at that time.

    • Chekov

      The difficulty with selling players will be recouping anything close to the money which was invested in them. However, if a new manager is to have any chance of success, he’ll be decisive in the transfer market and will clear out players he regards as deadwood. I’d love to see Downing and Adam leave immediately. Henderson is younger and he might reward patience, but my worry is that in some of the bigger games he tends to hide. A new manager will have to decide whether that’s something that can be turned around, or whether the lad just doesn’t have the correct mentality to make it at the very top level. Spearing puts in a shift and a few tackles, but he isn’t a physical presence and he just doesn’t command the space in front of the two centre-halfs well enough, Even in games which went relatively well, with Spearing the deep midfielder, there was too much of a gulf between defence and midfield. Can that be addressed or should Spearing be sold in order to make more space in the squad?

      There’s enough wriggle room for a new manager to make an impact. There are enough difficult decisions to be made. Just hope the right appointment is made so that we don’t go backwards.

  • MR GRUMPY

    THE LIVERPOOL SUPPORTERS WILL NEVER LET KING KENNY WALK ALONE.
    As for A.V.B taking over it,s enough to make you weep if that happens we will be truly f—ed, I guess the best we can hope for is Rafa back at least he has the club close to his heart, but why sack Kenny it just dosn,t make sense.

  • Tim Jones

    ‘As I touched upon in my ‘fit for the future’ article I believe that either AVB or Martinez would be progressive appointments.’

    There’s no doubting that the likes of Martiez, rogers and Lambert have done amazing jobs at their unfashionable clubs but I fear that appointing any new jack, flavour of the month would make the Roy Hodgson look astute – well almost

    It makes absolutely no sense to replace Dalglish with one of these three, and approaching AVB or O’Niel seems equally regressive

    With Rafa I have mixed feelings. We can now all see that the team overachieved during his era but as with Kenny, his time has been and gone and we need to properly look forward

    I think the owners really need to go for broke on this. Of course we’re not in the position to attract the biggest names out there – the Goadiola’s or Mourinho’s – but I’d seriously support a heavyweight appointment with a sufficient contact network so we can get the players we need to take us further

    Someone like Hiddink, Rijkard even Capello – but again its a big if whether liverpool have the money and these aforementioned have the inclination to accept the role. The only other attractive option would be a new coach like Klopp – who has a very impressive track record. Again thpugh we he swap his exciting Champions League playing time for taking on the challenge that is Liverpool FC

  • papaneei

    I personally feel it was a stupid decision to sack Dalglish after giving him just one season at the helm. Yes, he failed to deliver champions league football. But if one looks at the entire season , winning a major cup and being in another final is progress nevertheless.I happened to read an article days back on how Barcelona wasn’t built in a day. The article was and is so apt if one wants to look at the current situation . I wonder if we will ever see a Gerrard or Carra again coming thru the ranks with Dalglish gone. I cant understand how getting the likes of lambert or martinez is a step forward and if these are just rumors , is there enough persuading power in our owners to get the big names in. The owners could have easily given atleast one more year to the man who came to our rescue during our worst stage in 20 years. This is not an emotional rant. its just a rant sick and tired of owners running behind instant glory and treating football clubs like stocks .

  • steve

    something like Cryuff / AVB would excite me hopefully we get lucky to have a new setup like that

    • papaneei

      it would be great but i dont see that happening as cryuff has health issues and AVB alone with carroll and suarez wont be able to fire in . whatever he did was with HULK and Falcao !!!

  • Viewpoint_X

    I’m so confused I am speechless!!!!

  • Conrad Lodziak

    The author is too caught up in the public relations mania. Get it straight. Yanks know nothing about football. LFC will continue to suffer until the fans own the club, like Barcelona. The Yanks know about results, and making money FOR THEMSELVES. KD should have been given at least till the end of his contract. He got the team playing great football – only Spurs have had spells playing as well.

    As for a replacement. Do you really want Mourinho – good results but crap football?
    AVB – no authority (he’s never played). The only one man enough to do the job is Rafa, and while the football was a bit cautious at times, it could be brilliant. But FSG are Yanks and know nothing about football. So I expect the worst and like when they appointed Houllier to replace the great Roy Evans, I won’t bother watching.

  • thecraftycarper

    It was playing the lfc way that bought all our success. Only Kenny is left who could have embedded that into our squad. We all saw it developing, we were making the game simple, having more possession than the opposition in nearly every game, making them work harder than us. Passing and helping the nearest red. You could see the players believed in it. It would of made us great again. Sacking Kenny is a disaster and a disgrace. I for one will bechanting his name at the match.

  • http://twitter.com/humanbeing2 elaine kilshaw

    As a supporter since 1966 I am gutted. These rich American owners do not understand loyalty only money. I hope fans give them a hard time. They should give a pledge to the fans that if next season we do not get in the first four they will sellthe club. I believe a cup in the Carling Cup and getting to the final of tghe FA cup ismore important. Long live Kenny Dalglish.

  • RED66

    Reading the comments of the whingers, moaners and whiners who finally got their way (Dalglish sacked), and who talk volumes about FSG is comical. If they actually lived on the other side of the Atlantic and actually witnessed FSG’s interaction with their real money maker and empire Gem “Boston Red Soxs” Major League Baseball Team, they would realize the total cr=p they are verbally tossing about.
    FSG although claiming two World Series Championships in baseball within the past 7 years witneessed their prize possesion blow what can only be described to an English football fan as a 20 point lead with 9 matches to play and finishing 5th in the EPL. Loosing a billion dollars in championship revenues. Europe has nothing like this in any of its professional leagues.
    FSG sacked an exceptional management team in Boston and kept the sad ass players who threw in the towel. In the mean time FSG who counted on these billions of revenues are scrambling for revenues to bolster their baseball team who’s potential revenues actually dwarf all EPL revenues. Those mugs who think FSG are going to invest in LFC are mental. No new stadium or upgrades, no hundreds of millions of actual player investment (like the mancs payroll), and no long term plan to see LFC competing for Champion’s League.
    FSG does one thing and one thing only they “turn a quick sports profit” period. They are mortgaged to the hilt in this terrible US economy and need one thing above all quick cash. Dalglish was successful despite inheriting a terrible mess. His sacking was for one reason only; not enough success and not quick enough (16 months). LFC is weak sister to the baseball team which tv revenues could fund the entire EPL. If and when the baseball team is again successful LFC may get some real investment.
    Those morons screaming and pi–ing about “we are so many points below the mancs” and “its all Dalgllish’s fault” etc better keep some of this sanctimonious outrage on hand for the comming years. No manager could have turned things around quicker despite LFC’s horrendous luck. LFC simply do not have the player revenues invested as the top 6 teams in the EPL. Thats the end of the story.
    Dalglish’s treatment by FSG is poor and the LFC support better expect the same treatment in spades and I mean spades. Your faithful support of this great team means nothing to FSG apart from the potential revenues generated. Just like Dalglish the supporter is an assest to be used or abused for the corporate good. FSG if they could would double admission costs at Anfield and do the bare minimum of upkeep on the stadium and player investment. Like they did with their baseball team.
    The only consolation for me and other LFC supporters who witnessed Shankly, Paisely and their great teams play will be the whinging and moaning and pi–ing of the mugs who led the “get rid of KD” and “its KD’s fault we did not finish top 4″ brigade when the club continues to be mired in the situatiion it finds itself in now. Its simple not enough actual player revenues will be invested in LFC. To compete with the top 5 in the EPL you need a top 5 EPL payroll. LFC is no where near this investment level.
    Bring in Shankly or Paisely or Raffa or your own particulair football manager favorite without enough money in todays game your mid table and lucky to be there. So when the KD moaners are in the exact position screamimg for someone else’s ass to be tossed out, I say get it right up ye cause you will deserve it. Those smart enough to see it, and old enough to have witnessed the great LFC teams know LFC’s tradition and support has actually been pi–ed on in the way Dalglish was treated.
    The brain dead who expect FSG to invest in a new stadium, top Euro class players, and the top class manager (who actually has full say) better not hold their breath. You lot should get used to these days as being good. But all is roses and brightness now as Kenny Dalgish is gone. He failed to take LFC to Champions League in 16 months at the helm.
    Lets hold the next LFC manager to the same standard “Mr ___________ you have 16 months and its Champion’s League or bust sign here. And never mind your domestic trophies its EPL Champions, Champions League or else. We new LFC supporters demand Manc like success, and never mind yer lack of money invested routine we demand success in better than 16 months. And you had better remember what we did to Dalglish.

    • hooks

      I agree with everything you say. Need protests at fenway park for summer tour

    • MR GRUMPY

      Couldn,t agree more those who cried for Kennys head will live to regret it of that there is no doubt, how long will the new manager get if a legend gets 18 months then a year at the most it,s impossible for any one to turn a team around in this time, I honestly think F.S.G will sell Liverpool of at the first chance they get, and agreed their treatment of Kenny was a disgrace which the great majority of Liverpool supporters will never forgive them for, I never had any faith in Yanks of any sort all they have belief and heart in is the mighty dollar, they havn,t got a clue what an institution like Liverpool F.C means to countless supporters around the world.

    • MR GRUMPY

      Couldn,t agree more those who cried for Kennys head will live to regret it of that there is no doubt, how long will the new manager get if a legend gets 18 months then a year at the most it,s impossible for any one to turn a team around in this time, I honestly think F.S.G will sell Liverpool of at the first chance they get, and agreed their treatment of Kenny was a disgrace which the great majority of Liverpool supporters will never forgive them for, I never had any faith in Yanks of any sort all they have belief and heart in is the mighty dollar, they havn,t got a clue what an institution like Liverpool F.C means to countless supporters around the world.

  • Joseph Collins

    we need to ask ourselves, collectively, if this were any other manager who had led the Club to that type of record, especially at Anfield, would we not be calling for their heads?
    C’mon people. get real.

    • ME

      Pull your head in mate.
      This isn’t just any other club, and he wasn’t just any other manager.
      Stop trying to degrade the name and honour of both.
      FSG are focused on one thing, profit – and you and your ilk are sucking that up like crazy.
      They could care less about football, and Anfield.
      Business, is business.
      Get real, indeed.

      • Joseph Collins

        wow, an ownership group who cares about profit. what a novel concept! ill have to jot that down in my book of ‘Stuff That Has Never Been Thought Of’.
        if FSG are profiting, it means the Club and the supporters are profiting as well. CL and a shot at the Prem title are all i want as a fan. pretty sure thats all TW and JH are asking for as well.

  • Robbie9Fowler

    Good article.
    When Kenny came back it was like a fairytale something that I had wanted for a long time, when he left yesterday I felt sick. I am disgusted that after all that he has done Kenny was treated like that. For any manager to get to 2 major cup finals & winning 1 in his first full season is some achievement and something to build on, let alone a manager who has been so instrumental in so much of the glory this club has experienced. Kenny had experience and a winning mentality he took Blackburn out of division 1 and won the premier league with them, he took Newcastle to the FA CUP final. Not to mention his first spell as manager 3 leagues & 2 FA cups which should have been 4 & 3 respectfully. Kenny was rebuilding the mess that H & G and Hodgson had left. Kenny understands the fans, history and loves the club. I am really sad that he has been forced out, and can only imagine how he is feeling right now. I am angry with FSG, with the part time/new breed of fan who expect overnight success, and with the biased media. On behalf of all the true Liverpool fans who understand the club, its history and heritage and what you have done for the club the past 35 years – Thank you, you will always be our King.

    As for moving forward Martinez, Lambert & Rodgers all have good potential, but are they winners? They have done well at their smaller clubs (but so did Hodgson). Bringing any one of these in is a huge gamble, far more of a gamble then keeping a proven winner like Kenny on. So if any of these come in it is not a results/footballing reason for why Kenny has been removed it is something else…

    AVB has proved he cannot hack it in the prem yet, Mourinho or Pep would never come (lets be realistic).

    If this is a results reason there are only 2 realistic outstanding choices, but these will cost money to bring in and to finance their new players. Dechamps has a fantastic record as a manager and player all around Europe and would be my first choice, however we will need to move fast before Chelsea go for him. the Other is Klopp whose Dortmund side is dominated Germany, but would he come?

    Either way I think Suarez will now be sold as this for me is the reason we have seen so many behind the scenes sackings, FSG are having a clear out of everyone involved in the Suarez affair, so to keep him would be double standards on FSGs part. His sale £40m will fund the new managers summer spending…

    FSG have start again, again! It is a massive gamble that could see us cast a drift from the elite for a generation. they will need to move quickly to bring the right people in, but I fear that they are businessmen not football men, removing Kenny could be the biggest mistake in our history.

  • JJ

    Enough living in the past. Everybody knows KD is a legend. Now let’s move on with what is best for LFC. A proven manager no has beens (like Rafa if he were really good, why he is still unemployed as a manager?) no gambles anymore. A realistic list is Pep Guardiola, Guus Hiddink, Joachim

    Low, and Jurgen Klopp.

  • JJ

    Enough living in the past. Everybody knows KD is a legend. Now let’s move on with what is best for LFC. A proven manager no has beens (like Rafa if he were really good, why he is still unemployed as a manager?) no gambles anymore. A realistic list is Pep Guardiola, Guus Hiddink, Joachim

    Low, and Jurgen Klopp.

  • laramonet

    It’s a mistake. None of the world class managers listed below will come to Liverpool in the state the club is in. Dalglish was the man to rebuild, maybe then a younger man could have come in. Now FSG seem to have culled virtually everyone in senior, key positions at the club. This is seemingly without a plan, possibly designed to appear decisive. The ideal candidate is a dignified, respected, passionate man of the calibre to thank the people who sacked him and again offer any help he can to the club…..Kenny Dalglish.

  • http://pulse.yahoo.com/_UJYLBB2ZRSIY6NBILZ7PSHZUTY Jon J

    Just clicked-on the following invitation…

    Anfield Redevelopment?We discuss a possible redeveloped Anfield >>>

    But the page is blank – there’s absolutely NOTHING there…!!!