According to reports, Virgil van Dijk and Mohamed Salah share many similarities, but one often overlooked aspect is their off-field value to Liverpool, which is as crucial as their on-field performances.

Undoubtedly, their brand appeal, intelligence, global recognition, and authenticity alone cannot propel Arne Slot’s team to Premier League glory. However, combining these factors with their unique matchday qualities clearly shows why retaining these players puts Liverpool in a stronger position.

Van Dijk and Salah, who both extended their contracts this month for two more years, not only possess the physical and mental readiness to compete at the highest level but also their influence and reach off the pitch add increasing value to Liverpool’s brand.

While no player is bigger than the club itself, the impact of these stars is undoubtedly beneficial.

Take Mohamed Salah, for example. He has 101.4 million social media followers, and according to Pro Data Stack—a service that collects performance metrics and valuable indicators such as reach and engagement on social media—his total audience this year has exceeded two billion!

On the day his contract extension was announced, Salah’s name was mentioned 151,000 times on social media, reaching an audience of 121.3 million people and generating 5.6 million interactions.

This player is so popular that tourists from around the world come to the stadium just to watch him play. He has transcended football, much like Lionel Messi and Cristiano Ronaldo, with a growing number of younger fans following him.

These figures are particularly significant because Liverpool has not shied away from sharing news about its growth. The club, with its strong image and illustrious history, revealed last month that it has dominated Premier League discussions this season, surpassing one billion social media interactions.

Liverpool also leads on all major social media platforms, including Facebook, Instagram, Threads, X, and TikTok, with its YouTube channel reaching 11.2 million subscribers. Undoubtedly, Virgil van Dijk and Mohamed Salah are two invaluable assets for the club in this journey.

Although Salah faced criticism for choosing specific times to publicly comment on his contract negotiations, it was always clear that he wanted to stay at Liverpool, with no signs of this delay affecting his performance or enthusiasm.

Meanwhile, Van Dijk has consistently engaged with journalists after every match—whether it ended in a win, loss, or draw—displaying professionalism and dignity. He has never lost his temper, another reason why he is considered a valuable asset for Liverpool. He is reliable and reassuring.

Marketing experts consulted for this article believe Salah and Van Dijk’s controversy-free and positive image is a major advantage for Liverpool.

Steve Manahan from the sports marketing agency Ear to the Ground says: “Both players represent stability and long-term brand security, having avoided scandals throughout their careers—a rarity in top-level professional football. They are known as consummate professionals: dependable, easy to work with, and committed to the success of promotional campaigns.”

These two players also embody Liverpool’s social values. For example, Mohamed Salah supports local girls’ football teams, and Van Dijk recently took time to speak with Sean Cox (a Liverpool fan who suffered severe injuries after an attack by a Roma fan in April 2018) and his family during a recent home game.

Perhaps Van Dijk’s appeal isn’t as pronounced as Salah’s—owing to his defensive role—but his strong personality, friendly demeanor, and commanding presence set him apart, as he has redefined the role of a center-back.

No Premier League captain possesses the undeniable authority and stature of this Dutch international. He leads with his voice, manages the dressing room, and acts as a bridge between players and coaching staff.

Thus, it’s no surprise that Liverpool leverages Van Dijk in most of its promotional activities.

During the Anfield Stadium tour, attended by hundreds—sometimes thousands—daily, the team captain welcomes each new guest via a video message. Various brands vie to collaborate with him. Younger audiences respond positively to Van Dijk because he resonates across diverse cultures, from football to fashion and music, which in turn reflects on the club he represents.

Ged Caley-Priest, a sponsorship expert and consultant, says: “Van Dijk isn’t the type to simply cash checks from brands for endorsements; he genuinely engages. He’s interested in business and matters beyond football. He exudes calm confidence and, from a marketing perspective, is a solid investment. Brands want to work with him because he’s elite and a winner.”

For Liverpool, retaining Van Dijk and Salah is beneficial due to their longevity. Salah’s rejection of a lucrative offer from the Saudi Pro League enhances the club’s image, as they were able to retain their legends.

Liverpool will continue to strengthen its commercial operations with these key players for two more years, as partners prefer collaborating with the world’s best players.

With 45 goal contributions (goals and assists) in the 2024-25 season, Salah is undoubtedly the most creative player in the Premier League, while Van Dijk, through his consistent performances, has solidified his status as one of the world’s best defenders.

However, it’s Salah, with his global reach and ability to attract Arab investors, who elevates Liverpool to another level.

Dan Conner, co-owner of the creative sports digital agency ‘And Now,’ which has run campaigns in the Middle East, says: “He’s the biggest name and best footballer—perhaps of all time—from the Middle East and Africa, and while the Premier League may be based in England, the number of football fans in these regions far exceeds the league’s followers in the UK.”

A significant portion of Liverpool’s remarkable digital success is owed to Mohamed Salah’s popularity and influence. With the most Instagram followers among Premier League players (18 million more than the club’s official page), he plays a pivotal role in this success, and over time, the quality of his audience engagement will significantly enhance the club’s asset value.

Supplementary data from Pro Data Stack’s sentiment rankings show that online opinions about Mohamed Salah remain overwhelmingly positive. His net sentiment average (on a scale of 100) has consistently been positive this year, rising from +59 in March to +77 this month. This indicates that Salah’s name is inextricably linked with Liverpool—when his name is mentioned, minds instinctively turn to Liverpool. He sells the most jerseys and attracts the most media attention.

One notable aspect of these statistics is the daily ranking, which allows for direct correlation between noticeable changes in online sentiment and the player’s actions or related events on that specific day.

Fiona Green, the platform’s founder, believes: “Only in recent years have we seen athletes and their representatives use data analytics to understand the true value of their persona and brand off the field and actively work to leverage it. Combining on-field and off-field performance data is the first step in accurately measuring and then enhancing an athlete’s personal brand value.”

Salah’s intelligent use of social media channels to effectively and purposefully connect with his audience plays a significant role in boosting his popularity and influence.

In contrast, Van Dijk has a much smaller social media presence, yet he has amassed 19.4 million followers. His daily sentiment average also rose positively this month from +66 to +78, largely due to the good news about his contract extension with Liverpool.

As two global and influential figures, Van Dijk and Salah have always maintained their connection to important and fundamental issues. Football has always been their top priority, with commercial contracts, off-field activities, and personal commitments coming second. This professional and committed approach has kept these two players in the spotlight and respected for a long time.

Undoubtedly, this added appeal and popularity will help elevate their status in Liverpool’s history.