Bill Shankly signed Kevin Keegan from Scunthorpe United in May 1971. Scoring on his Liverpool debut against Nottingham Forest at Anfield in August 1971, Keegan went on to play 323 games for Liverpool, scoring 100 goals, before leaving for Hamburg SV in 1977. In seven seasons at Anfield, Keegan won the League Championship in 1972-73, 1975-76 and 1976-77, the FA Cup in 1974, the UEFA Cup in 1973 and 1976, the European Cup in 1977, and was voted Football Writers Association Footballer of the Year in 1976.
Signed by Arthur Cox from Southampton for £100,000 in 1982, Kevin Keegan spent two seasons at St James’ Park, scoring 49 goals in 78 appearances. His contribution to Newcastle's promotion season in 1983-84, in a team alongside Chris Waddle, Peter Beardsley and Terry McDermott, earned Keegan hero status on Tyneside. Keegan announced his retirement prior to the end of the 1983-1984 season, and played his last league game against Brighton & Hove Albion, scoring in Newcastle’s 3-1 victory at St James’ Park AS Newcastle returned to the top flight.
Injury restricted England captain Kevin Keegan to just one appearance in the 1982 World Cup Finals, as a substitute in the 0-0 draw with Spain. Keegan’s late introduction, along with that of fellow substitute Trevor Brooking - England’s two most experienced players - could not help England gain the win required to make it to the semi-finals, and although unbeaten in the tournament, England exited the World Cup. Keegan scored 21 goals in total for his country in 63 games, and made captain by manager Don Revie in 1976, he retained the armband until his international retirement after the 1982 World Cup.