For Liverpool, the evidence that American owners can actually be good for you is clearly emerging.
While Manchester City are using their own entirely new Major League Soccer franchise to help attract sponsors for both sides of the Atlantic, Anfield is cashing in on companies who have already signed up with the Boston Red Sox, another Fenway Sports Group franchise, with Dunkin Donuts the latest.
But it will take more than helping shift cakes to get the club back into the Champions League next season, a target upon which we have to assume Luis Suarez's future at the club is contingent. The squads of Manchester City, Chelsea and Arsenal are deeper and stronger than their own and when the pips really start squeaking, Brendan Rodgers won't have many players who know how the territory feels at the top.
The psychological component of Rodgers' management work is about to come to the fore like never before. In his press conference ahead of last night's home match against Aston Villa (which last season was emblematic of Liverpool's poor spirit), he spoke several times of mental fitness, arguing with typical Rodgers fluency: "We are not just going to win games on ability in football."
Last weekend's 5-3 victory at Stoke City demonstrated that self-belief - which the manager believes December's 5-0 win at Tottenham helped build exponentially - is more abundant than last season.