Liverpool Names Hogan Commercial Head, Adds Communications Chief

Liverpool named Billy Hogan as Chief Commercial Officer and appointed Jen Chang as director of corporate relations and communications as part of a management restructure at the 18-time English soccer champion.

Hogan, the former managing director of the marketing arm of John Henry’s Fenway Sports Group, which owns Liverpool, will take responsibility for all club-controlled revenue and business development, the club said on its website. Bloomberg News first reported Hogan’s appointment May 22.

“Having worked at a senior level within Fenway Sports Management, Billy has been working alongside Liverpool FC for the last 18 months on a number of partnership projects and brings with him a rich pedigree of expertise and resource,” Liverpool Managing Director Ian Ayre said in a statement.

The hires continue a shake-up after Liverpool finished eighth in England’s Premier League, its worst placing in 14 years. The club fired manager Kenny Dalglish after ending the season 37 points behind champion Manchester City.

Chang joins from SI.com in New York, where he was senior editor for soccer-related content. He formerly covered soccer for ESPN and also worked in investment banking and private equity, an e-mailed statement from Liverpool said yesterday.

“Jen brings a depth and range of valuable international communications experience gained over the past 15 years,” Ayre said in the statement.

Communications Director Ian Cotton was one of the executive casualties after Fenway Sports Group, which also baseball’s Boston Red Sox, bought Liverpool 18 months ago.

Executive Departures

Since then, Liverpool has also ousted Director of Football Damien Comolli, Chief Medical Officer Peter Bruckner and Commercial Manager Graham Bartlett. Hogan will assume the role of Bartlett, a former Nike Inc. (NKE) executive who lasted less than a year in his post.

Hogan helped secure an agreement, worth a record 25 million pounds ($39.1 million) annually, to have Boston-based New Balance Athletic Shoe Inc.’s Warrior Sports supply Liverpool’s jerseys, replacing Adidas AG. (ADS) He has also been part of a team putting together Liverpool’s off-season tour in the U.S.

He’ll work closely with Ayre and oversee sponsorships, ticketing and hospitality, merchandising, memberships and Liverpool’s Soccer Schools program, the club said.

“I look forward to working with the staff, partners and future sponsors to grow and develop Liverpool’s brand and commercial presence globally to help ensure the long-term growth of this storied club,” Hogan said in the statement.

To contact the reporter on this story: Dex McLuskey in Dallas at dmcluskey@bloomberg.net

To contact the editor responsible for this story: Michael Sillup at msillup@bloomberg.net.

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