But at Liverpool Football Club, it isn’t just a chant from the stands. It’s a culture. A promise. A way of being.

Liverpool earned £175m from their Premier League title-winning campaign last season. The sum is £4m greater than they earned the previous season when they finished third.

Anfield’s famous “You’ll Never Walk Alone” anthem makes the Kop stand the emotional core of the stadium. During its time the Kop stand held the title of being the biggest single-tier stand across the ...