Aug 12, Beijing: This is an exclusive and first interview of Huang by “Love Basketball” (ANQ), a basketball magazine which he is the Advisor , on his effort to buy Liverpool FC. Huang (KH) explained that because of the confidential agreement he would not speak on the present process but would clarify some of the rumours etc.

ANQ: Why have you keep silent on LFC?

KH: There has always been a confidential agreement. Hence I cannot make any comment on the current process and have to go through spokesman and PR company.

ABQ: So why can you accept the interview now?

KH: The details cannot be divulged now. As there are too many interview requests, I feel I should say a few things through my own magazine but I can’t say a lot.

ANQ: At what stage is the bidding going now?

KH: Our interest in buying LFC has been recognised by the Board. At the same time, we have continued our work - researching and evaluating, the overall progress is good. However, there are quite a number of strong competitors. So there are still a lot of unknowns.

ANQ: Who are your competitors?

KH: From Middle East and from North America. The Indians have withdrawn.

ANQ: At what position do you feel you are amongst the bidders? In the lead or what?

KH: I feel everyone has a chance. Every bidder would feel they have an advantage so it is hard to say we are in the lead. We shall strengthen our communication with the Board and the Bank.

ANQ: What are your advantages, you feel?

KH: First we have a very strong Asian market and Chinese market which will be very helpful to Liverpool to get into these markets. However, our competitors have more preparation and more understanding of the EPL.

ANQ: According to the UK media, (you want) the Board to reply you within 10 days? When would you expect the deal be done?

KH: We have put forward many proposals and we have the answer: the Board has accepted our proposal (translator's note: proposal, not bid) and wish us to continue the process. We have a reply in less than 10 days.

ANQ: You mean the Board has given you a positive reply?

KH: Yes but there are still a lot of unknowns. The reports in UK media saying that we have won or ahead in the lead are incorrect. In fact, all our competitors are very strong. We have to recognize our position: not far ahead, nor the Board has confirmed accepting us. There is still some way to go. It was that we asked the Board to let us know whether our proposal would be overall acceptable and the Board has said yes.

ANQ: There are sayings that you hope to complete the deal by the end of the month before the transfer window closes - is it true?

KH: No. Of course everyone feel it would be best but there are certain unknowns.

ANQ: How about the other rumoured completion date - October?

KH: By October, it will be an open secret because by then the loans is due and the Bank has to call back the debt.

ANQ: In the main who are you negotiating with at LFC? The Bank? Board? The American owners?

KH: Mainly the Board.

ANQ: There are Mainland media doubting your ability to buy LFC?

KH: It is definitely not with my own money - but that of a consortium. Membership of the consortium still has to be keep confidential.

ANQ: Someone has said Yang Guang of Franklin Templeton has joined the investment - is it true?

KH: Yang Guang is a fund manager, the best amongst Chinese. However, it is also not Yang’s money but the consortium’s money. He’s only responsible for management.

ANQ: So Yang and you are partners and co-intiators?

KH: Yes, Yang is with me to protect the interests and rights of various investors.

ANQ: What is the purpose of this consortium buying Liverpool? Some media said you have been deliberately pumping up publicity?

KH: We must state that we have not been pumping publicity, if we were it should have started a lot earlier. We only admit our involvement after LFC said we are bidding. If you look at the reports, we have kept a low profile until the Chairman of the Board’s interview and then we admitted we are bidding. Our aims: (1) no firing up publicity (2) no interview. Many people said we seek publicity - this is wrong. On whether Huang Jian Hua is dealing with his own money: I clarify, it is not my money. It is a consortium.

ANQ: How did you convince the consortium to bid for LFC?

KH: This is a very good brand and the price is a lot lower than two years ago. Therefore, I feel it is a good investment project.

ANQ: Any difficulties / obstacles so far?

KH: Not enough understanding of the UK media. This is our biggest oversight. Everything should be confidential but the digging ability of the UK media is just out of our imagination. Our biggest puzzle is that they have known our every move. The ability of our competitors to make use of the media also out-strip us. What I do not expect is the integration of sports and media in UK is even higher than that in the US. This open my eyes but also already given me some disadvantages. Therefore we have engaged the largest PR company in the world which has a high capability in the UK.

ANQ: What have been the fans’ view on the bidding so far? How do you deal with it?

KH: The Bank and Board have had pressure from the media. Their attention to the media far exceed my expectation. This may be my biggest failure thus far.

ANQ: The fans? What have the fans’ responses to all the news?

KH: The PR company told us most of the fans are supportive although there are some noises too - that there are doubts on the
depth of our pocket, and on our ability to manage (the Club). Of course we have to deal with these issues step by step.

ANQ: Some Mainland fans have some doubts too? What do you hope them to understand?

KH: I feel, there are many things of the EPL to learn from. This is the most successful league in the world. If we can learn of the good and not the bad, that will be good for Mainland. Their training method, advance experience and also raising the ability of players are things we can learn from.

ANQ: How confident are you in a successful bid? 50%? 60%? 80%?

KH: About 50%, I think. Our competitors are strong, and we do not have enough experience, especially we need to understand more on the big teams’ relationship with teh media in the UK. Also we are not well prepared enough on the triangular relationship between the shareholders, debtors and the Board. We still have a lot to do, and we do not have a great advantage as it was reported. We still have a lot to learn and review.

ANQ: You have a lot of investments - how do you balance them? baseball, ANQ, Jilin Northwest Tigers (professional basketball team), NBL?

KH: Everyone can see that the sport industry in China is tremendous. I want to get a hand in the biggest three sports in the world: baseball, football and basketball. There is a lot of “relationship” between the big three and these will help raise Chinese’ own industry to a very high level. On NBL, I was told the recent show was done well. Still there were hiccups (). ticket sale far exceeded expectation and ad boards were sold out. Still there are a lot of issues. This is our first year - we also have to improve sponsors’ rights and package, as well as tv broadcasting.