Anfield owners to sell naming rights for new Liverpool stand

Ross McLean
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LIVERPOOL owners Fenway Sports Group [FSG] have confirmed their intention to sell naming rights for the new main stand at Anfield in order to offset the total £75m cost of stadium redevelopment.

The Merseyside club have been granted planning consent to reconstruct two sides of Anfield, with work expected to start in early 2015 subject to a six-week consultation with residents.

Clubs such as Newcastle United, for instance, have struggled to sell naming rights for their existing stadia compared to the likes of Arsenal and Bolton Wanderers who have enjoyed more success with new builds.

And while FSG have ruled out the possibility of bringing on board a stadium sponsor and renaming Anfield, the sourcing of outside partners to help fund the total redevelopment features heavily on their radar.

“The new main stand is going to be a big focus for all of us,” said FSG chief comemrcial officer Billy Hogan. “The process is still ongoing but we’re getting closer to certainty and when that certainty arrives, from a commercial standpoint we’ll be ready to get to work on that.

“We’ll be looking to bring in a number of new partners and a naming partnership for the stand would make sense.

“We wouldn’t consider selling the naming rights for the stadium as whole but in terms of the main stand, we’ll look at.”


■ Jan 2012: Liverpool reject Tom Hicks and George Gillett’s stadium plans
■ Oct 2012: After John W Henry outlines the issues Liverpool face over new stadium, the club announces plans to stay and redevelop existing ground
■ Sept 2014: Club granted planning permission for phase one of Anfield redevelopment