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“Actively pursuing currently”- LFC honcho confirms future plans for the new Anfield Road end



Liverpool would be willing to sell the Anfield Road naming rights in the future

Liverpool chief executive Billy Hogan has revealed that the club could explore selling the naming rights to their new Anfield Road stand in the future. The stand, which is located at the opposite end of The Kop, is now being rebuilt as part of their stadium’s ongoing renovation.

Anfield stadium would get an additional 7,000 seats as part of the £80 million development, increasing its total capacity to 61,000 for the start of the 2023–24 season. Following the development of the new Main Stand, which was finished in 2017, it will be the stadium’s second significant renovation in recent years.

Liverpool would be willing to sell the Anfield Road naming rights in the future. (Pic: Liverpool Echo)
Liverpool would be willing to sell their Anfield Road naming rights (Pic: Liverpool Echo)

In a recently published video, two 600-ton crawler cranes were used to raise Liverpool’s massive new 300-ton roof truss into position. The main structure was fastened to the new roof over the course of 12 hours by 30 expert engineers using 25,000 bolts.

The Red’s Chief Executive Billy Hogan, who took over the position from Peter Moore in 2020, went into further detail about the club’s ambitions ahead of the upcoming season. The club would be willing to sell the naming rights to the new stand if they receive the right offer at their disposal. Speaking to the Athletic, he said:

“It’s certainly something that we will consider. We didn’t for the Main Stand; we may for Anfield Road. We wouldn’t say no to it, but it’s not something we’re actively pursuing currently. We’ve just replaced the pitch with a new hybrid carpet and that will give us more flexibility going forward”

The greatest clubs in Europe have lucrative naming rights agreements kept in place for their stadiums. Both Premier League rivals, Manchester City and Arsenal have agreements with the airlines Etihad and Emirates.

Bundesliga Champions, Bayern Munich and German financial services provider Allianz have a similarly profitable agreement. Another German club, RB Leipzig have inked a deal with the Red Bull Company.

Spanish giants, Barcelona and the massive music streaming service Spotify have been the most recent club to join hands on a significant sponsorship deal that includes naming rights to the club’s famed Nou Camp stadium.

Liverpool listening to offers for the new naming rights deal (Image: Liverpool FC official website)
Liverpool listening to offers for the new naming rights deal (Image: Liverpool FC official website)

Meanwhile, Tottenham is apparently considering selling the naming rights to their $1 billion stadium in north London. Spurs are reportedly in advanced talks with a number of elite companies about a potential 20-year deal costing £655 million in total.

The club is unlikely to entertain a deal for the entire stadium, which has served as their home since the club’s founding in 1892, however Liverpool would still sell the naming rights to one of their stands.

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The club would benefit financially from this, but it has to be seen if the fans would support it. Liverpool would be looking forward to taking the opportunity with open hands, but before making any significant decisions, they will do well to take fans’ input on the issue.