Liverpool supporters see the club’s identity as rooted in working‑class values. When FSG moved to raise season‑ticket prices last season, the fans’ group Spirit of Shankly (SOS) launched the “Not a Pound in the Ground” campaign, urging fans to spend on food and drink at local Anfield businesses rather than inside the stadium. The pressure worked, and the club reduced the scale of the planned increase.
This week, SOS voiced concerns about the proposed investment, asking what the buying consortium would receive for a 30% stake and whether its motives align with Liverpool’s best interests or amount to a trophy acquisition. On Friday, SOS added that the announcement raises many questions for supporters. The group said it will seek engagement to understand the implications for LFC and its fans, has contacted the Independent Football Regulator, and cautioned against unhelpful transfer and spending speculation. It also stressed the importance of sustainable club management—as Liverpool has practiced—over an arms race funded by ultra‑wealthy individuals or state‑backed entities.
Gareth Roberts, a Liverpool season‑ticket holder and host of the Late Challenge LFC podcast, said he was uneasy about Amazon’s potential involvement given criticisms of its treatment of workers. A 2020 Trades Union Congress report cited long, gruelling shifts, unreasonable productivity targets, unfair rotas, and poor conditions. In 2024, more than 200 workers held a two‑day strike at Amazon’s Birmingham site amid a dispute over pay and union rights; Amazon said it regularly reviews pay to ensure it remains competitive. Roberts questioned the company’s record with unions and workers and whether Liverpool’s name would be used primarily to maximise profit.