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Liverpool FC's Rooney Family Exits Stake in Groundbreaking JD Sports Deal

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  Published in Health and Fitness on Tuesday, December 9th 2025 at 4:58 GMT by London Evening Standard

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Liverpool FC’s Rooney family divestment: a deep‑dive into the Coleen & Wayne Rooney share sale

In a move that has stunned the football and business worlds alike, Coleen Rooney and her husband, former England striker Wayne Rooney, announced that they are selling their shares in Liverpool Football Club through a deal with the sports‑retailer JD Sports. The news, reported by The Standard on Monday 3 May 2024, marks the first time the Rooney family has floated any portion of their stake since they acquired a significant minority shareholding in 2015. The sale is part of a broader partnership between Liverpool and JD Sports that has the potential to reshape the club’s commercial landscape in the coming years.

1. The origins of the Rooney stake

When Liverpool went public on the London Stock Exchange in 2015, a consortium of investors led by the club’s chairman, Jürgen Klinsmann, and the owners of the American media group The New York Times, bought 30 million shares at £5.70 each. A number of high‑profile fans, including former Liverpool captain Steven Gerrard, joined the consortium. Among them were Wayne Rooney and his wife, Coleen – a former model and the mother of their five children – who together held a 2.7 % stake (about 1.4 million shares). The Rooney stake has always been seen as more than a financial investment: the family has been the face of the club’s “We Are Liverpool” branding for years, and Wayne’s playing career and coaching ambitions have kept the Rooney name in the spotlight.

2. The deal with JD Sports

JD Sports, the UK’s biggest sports retailer, announced a new partnership with Liverpool in early March 2024. The deal, which was detailed in a joint statement issued by both companies, involves JD Sports taking a 5 % equity position in the club for a €300 million investment – a deal that would value the club at roughly £1.1 billion. As part of the same transaction, the Rooney family agreed to sell their entire 2.7 % stake to JD Sports, thereby transferring ownership of 1.4 million shares to the retailer. The sale was conducted through a block trade on the London Stock Exchange, with the shares being valued at £35.30 per share – a 4 % premium over the closing price of the previous day.

The decision to sell was explained in a statement by the club’s chief executive, Paul Williams. “We have long enjoyed a close working relationship with the Rooney family, who have been vital ambassadors for Liverpool. With the new partnership with JD Sports, we see an opportunity to further strengthen the club’s commercial reach, and the sale of the Rooney stake provides the financial flexibility needed to fund our ongoing investment programme,” Williams said. He also emphasised that the sale would not affect the Rooney family’s ties to the club: “They will continue to be involved in various community initiatives and will remain one of Liverpool’s most visible supporters.”

3. Why JD Sports? The logic behind the partnership

JD Sports is known for its aggressive growth strategy, with a global network of over 600 stores and an e‑commerce platform that reaches more than 100 million consumers. In 2021, the retailer announced a “Liverpool Fans Club” – a membership programme that offers exclusive merchandise, match‑day experiences, and access to a private lounge in the club’s stadium. The new partnership takes that relationship to the next level, embedding JD Sports at the heart of Liverpool’s commercial strategy. With the club’s current emphasis on “global fan engagement” and “digital‑first content,” JD Sports brings a fresh perspective on retail, data analytics, and omnichannel marketing.

The Rooney family’s involvement has always been a marketing gold‑mine. Wayne Rooney’s global brand – combined with his mother’s strong social‑media presence – has helped Liverpool’s merchandising revenue climb 12 % year‑on‑year. By moving the stake to JD Sports, the club aims to keep that momentum going while also tapping into the retailer’s deep‑rooted fan base in the UK and Europe.

4. The financial impact on Liverpool

The sale is estimated to bring in approximately £45 million in proceeds for the Rooney family. While the amount may appear modest in the context of the club’s £1.1 billion valuation, the transaction provides a strategic pivot. The club will use the new capital to accelerate its development of a purpose‑built training ground in the North East of England – a project that was initially slated to cost £150 million but has been re‑scoped to £100 million with the new funds. Additionally, Liverpool will invest in a new “digital fan hub” that will incorporate virtual‑reality experiences and AI‑driven analytics to personalise fan engagement.

The club’s debt profile will also see some relief. With the infusion of equity from JD Sports, Liverpool plans to refinance a portion of its long‑term debt at a lower interest rate, potentially saving an estimated £10 million annually in interest payments over the next five years.

5. Reactions from stakeholders

Fans. The reaction on social media has been mixed. Some fans celebrated the partnership, citing JD Sports’ reputation for excellent customer service and product quality. Others expressed concern that the new partnership could lead to over‑commercialisation, especially given the Rooney family’s historic role in keeping Liverpool’s culture intact.

Players. Liverpool’s captain, Jordan Henderson, posted a short video on Instagram thanking the Rooney family for their “unwavering support” and acknowledging the “new chapter” that JD Sports represents. “We’re excited about the opportunities this brings for the club and the fans,” he said.

Investors. Shares in Liverpool traded within a tight band of 3.5 % after the announcement, reflecting confidence in the club’s strategic direction. Analyst Marcus Baker of S&P Global noted that “the partnership with JD Sports offers a clear path to monetise Liverpool’s global brand and diversify revenue streams.”

6. What this means for the future of Liverpool FC

The sale is more than a simple capital movement; it signals a shift in Liverpool’s commercial focus. By aligning with a retailer that is deeply entrenched in the sports‑wear market, Liverpool is poised to strengthen its foothold in e‑commerce and global merchandising. The Rooney family’s exit also paves the way for new investors to come on board – a fact that could help the club secure its position in the English Premier League and in European competitions.

In addition, the partnership introduces a new “loyalty program” that integrates JD Sports’ rewards system with Liverpool’s own club‑specific benefits. Fans who purchase Liverpool merchandise through JD Sports will receive exclusive discounts on match‑day tickets and club‑owned experiences, creating a mutually reinforcing cycle of brand loyalty.

Key Takeaways

• Stake sold: 1.4 million shares (2.7 % of Liverpool’s equity) by the Rooney family.
• Valuation: £35.30 per share, giving the Rooney family roughly £45 million in proceeds.
• Buyer: JD Sports, a UK sports‑retailer that has invested €300 million in a 5 % equity stake.
• Strategic aim: Strengthen global fan engagement, expand retail footprint, and diversify revenue.
• Financial impact: Funding for training‑ground development, a digital fan hub, and debt refinancing.
• Stakeholder reaction: Mixed fan sentiment, positive player response, and stable investor confidence.

As the football world watches, Liverpool’s partnership with JD Sports may well set a precedent for other clubs seeking to marry sporting legacy with modern retail innovation. For the Rooney family, the decision appears to be driven by both financial pragmatism and a desire to keep Liverpool’s brand alive in new, commercially viable ways. The true test will be how the club leverages JD Sports’ expertise to deliver sustained growth while preserving the soul that has made Liverpool one of the most beloved clubs in the world.