Liverpool’s American owners Fenway Sports Group feel a responsibility to support the local community, according to chief executive Peter Moore.
When John W Henry, Tom Werner, Mike Gordon and their FSG partners bought the club for £300 million exactly nine years ago there was a concern from the fanbase they would be another example of at-arm’s-reach owners.
While Henry and chairman Werner remain infrequent visitors to Anfield, the ethos they have instilled at the club has seen a vast array of projects established for people who grew up and live within the shadow of the ground.
The Red Neighbours programme has impacted 20,000 people in the L4, L5 and L6 postcodes in terms of foodbanks, helping with social isolation and providing matchday tickets for youngsters, while 28,000 members of the community have benefited from LFC Foundation programmes, particularly local football-based initiatives.
“I absolutely see us as a family,” Moore exclusively told the PA news agency. “Yes, we play football and that is the crescendo of what that family is all about but it doesn’t stop when the final whistle goes at Anfield.
“Seven days a week we are part of this city and the ownership has a particular focus in giving back to this city.
“The growth of this magnificent city is important and I take my civic responsibilities equally importantly as I do my football responsibilities.
“It is our job not only to win football matches but to make people’s lives better.”
While Liverpool have established themselves as a global brand, Moore is keen to keep his finger on the pulse of the local fanbase.
That was highlighted when he went to the aid of a fan injured in an attack in Naples before last month’s Champions League match in Italy.
“Steven Allen is one of our own, he follows the club everywhere,” added Moore.
“We got wind of Steven, who was (the subject) of a cowardly attack of being hit in the back of the head with a belt buckle.
“That, if you know the history of what has happened with this football club a couple of years ago (a reference to Irishman Sean Cox, who was seriously injured after an attack by Roma fans at Anfield in April 2018), that raises alarm bells.
“We were hearing Steven was in hospital on his own because he had collapsed during the game and that was a concern.
“We grabbed a car and found Steven stuck in the corner of a waiting room and had been there for four hours without receiving any treatment whatsoever.
“We managed to get Steven seen straight away and the hospital and police were very co-operative.
“It was only when he got home we felt comfortable. He is one of our own, he is family, and if it takes all of us piling into a van and driving to the hospital to make sure he got taken care of then that’s what we will do.”
Moore makes himself accessible to supporters via social media and while that has led to some difficult situations, particularly in relation to the club’s failed attempt to trademark the word Liverpool for footballing purposes, he insists it is worth it.
“You owe people answers, you can’t always provide the answers they are looking for but you owe engagement,” he said.
“If I get some abuse as a result of it then so be it but the benefit of being able to explain situations, particularly ones which are controversial at times, to push information as quickly as you possibly can, outweighs the negatives of the abuse you sometimes get.
“That is the nature of what we need to be as a modern football club, accountable to our supporters.”
A timeline of Fenway Sports Group’s Liverpool ownership
October 15, 2010
NESV, fronted by principal owner John W Henry, complete the £300million purchase of Liverpool, avoiding the threat of administration due to a £237m debt owed to Royal Bank of Scotland. They inherit a club 18th in the Premier League after their worst start to a season since Liverpool returned to the top flight in 1962.
November 3, 2010
Damien Comolli appointed director of football strategy as the new owners try to bring in a European model for the club.
January 8, 2010
Roy Hodgson sacked with the club 12th in the table, just four points above the bottom three, having won only seven of 20 Premier League matches. Former player and manager Kenny Dalglish returns for a second spell in charge on a temporary basis.
January 31, 2010
Star striker and fan favourite Fernando Torres is sold to Chelsea for a British transfer record £50m. Ajax’s Uruguay forward Luis Suarez (£22.7m) and Newcastle’s Andy Carroll (£35m) arrive.
May 12, 2010
Dalglish signs a three-year permanent contract after guiding team to fifth.
December 20, 2011
Suarez banned for eight matches after being found guilty of racially abusing Manchester United’s Patrice Evra.
February 26, 2012
Liverpool win their first trophy under the new owners, beating Cardiff on penalties in the League Cup final.
April 12, 2012
Comolli sacked for failures in the transfer market.
May 16, 2012
June 1, 2012
Brendan Rodgers appointed new manager.
October 15, 2012
Liverpool announce plans to remain at Anfield and redevelop the ground, abandoning plans for a new stadium in Stanley Park.
July 13, 2013
Henry writes his now-famous Tweet in response to Arsenal making an offer of £40,000,001 for Luis Suarez, in the mistaken belief they had triggered a release clause.
May 11, 2014
July 11, 2014
Liverpool sell Suarez to Barcelona for a club-record £75m.
December 4, 2014
A £115m-million redevelopment of the Main Stand is announced.
February 5, 2015
Record kit deal, worth £300m, signed with New Balance.
October 4, 2015
Rodgers sacked with the club 10th in the Premier League.
October 8, 2015
Jurgen Klopp appointed manager.
February 10, 2016
FSG apologise to fans, who staged a walk-out in a home game against Sunderland, and abandon plans for significant ticket price rises.
February 28, 2016
May 18, 2016
Liverpool lose Europa Cup final 3-1 to Sevilla.
July 18, 2016
Klopp signs a new, six-year contract.
September 9, 2016
New Main Stand is officially opened with a home match against Leicester.
January 1, 2018
Liverpool break their transfer record with the £75m signing of Virgil Van Dijk, making the Holland captain the world’s most expensive defender.
May 26, 2018
Liverpool lose Champions League final 3-1 to Real Madrid.
February 8, 2019
Liverpool announce record pre-tax profits of £125m.
May 7, 2019
Liverpool produce one of the greatest comebacks in their history with a remarkable 4-0 second-leg victory over Barcelona to reach a second successive Champions League final.
May 12, 2019
After a thrilling title race Liverpool finished second with a record 97 points, finishing a point behind Manchester City.
June 1, 2019
Club claims sixth European Cup with victory over Tottenham in Madrid.