Liverpool will not follow the lead of Arsenal or Manchester City and sell the naming rights of Anfield as part of the newly confirmed regeneration of the old stadium on Merseyside.
The plans to stay at Anfield have finally ended any notion of a new stadium in the Stanley Park area, with the redevelopment reportedly set to be half the price of a move away at £150million.
Arsenal’s move away from Highbury to Ashburton Grove caused some consternation among Gunners fans when the club confirmed Emirates Airlines had bought the naming rights to the new stadium for ten years.
While Manchester City announced a large commercial partnership with Etihad Airways, including stadium naming rights, worth a huge £400million ovr ten years.
However, Liverpool managing director Ian Ayre insisted the club would be retaining the world famous name once the redevelopment work got underway.
“There won’t be a naming rights deal for Anfield. It was only something we looked at when we were assessing the option of a new stadium,” he is quoted as saying in the Liverpool Echo.
“Naming rights was a difficult process but we weren’t without our suitors. We have had and still have interest around it.
“A new stadium would never have happened without it but that was only one part of it.
“We had to balance the two possible options. It was about finding the best solution for the club and we feel very strongly that this is the right one.
“Our preference was always to stay at Anfield and this is a major step forward.”
The project plans to increase the stadium capacity from 40,000 to 60,000 in the hope to significantly increase the matchday revenue.
Despite the planned costs estimated at around £150million, Ayre assured Liverpool fans that the club’s transfer budget would not be affected.