Liverpool news
Reds may sell Anfield naming rights
August 9, 2012
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By Richard Jolly
Liverpool's principal owner John W Henry says he is prepared to consider selling the naming rights to Anfield to raise funds.
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Henry also called upon the Premier League to implement Financial Fair Play properly - accusing some of the Reds' rivals of ignoring UEFA regulations designed to try to make clubs balance the books.
The American revealed he and his Fenway Sports Group are looking to the overseas market to boost Liverpool's income and that a rebranding of Liverpool's historic home could be on the cards.
"This club should be able to significantly increase its revenues but it won't be easy," he told the Tomkins Times. "But I don't see it happening at the local level - the vast majority must come from our global agenda.
"A naming rights deal at Anfield could occur if the partner were right. We haven't [yet] pursued it."
Henry said Liverpool are looking to be self-sufficient and criticised clubs who overspend. Manchester City posted losses of £197 million for the 2010-11 financial year while Chelsea have already paid more than £60 million to recruit new players this summer.
UEFA has the power to bar clubs who declare losses of more than €45 million over a three-year period from European competition, but Henry doubts that will happen and called upon the Premier League to act.
"The mandate of Financial Fair Play in Europe is for clubs to live within their means," Henry said. "Recently I was told that half of the clubs in the top divisions within Europe are losing money and 20% are in straits of varying degrees.
"We believe the league itself may have to adopt its own rules given that clubs seem to be ignoring UEFA's rules, which may be porous enough to enable clubs to say that the trend of huge losses is positive and therefore be exempt from any meaningful sanctions."
Liverpool have been criticised for paying excessive transfer fees for players since FSG's 2010 takeover, with almost £130 million having been spent, but Henry said: "It's up to LFC to invest properly in players going forward so that the club can not only be sustainable but a powerhouse."
Liverpool were Carling Cup winners and FA Cup finalists last season but Kenny Dalglish was sacked after they finished eighth in the league, with Henry outlining that a 19th title is the long-term aim at Anfield.
"Our goal is to win the Premier League. It's not going to happen this year, but that is what we are building for - first and foremost. That's only going to happen if our league performance turns
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Er....not keen on this idea.
NichoThu 09/08/12 at 19:51 If somebody want to shell out a good wedge why not?. Everyone would still call it Anfield anyway.
OlivavuThu 09/08/12 at 19:57 Depends on who it is.
AmericanKopiteFri 10/08/12 at 05:24 It's not going to be Aon, Samsung, or Chang, so we have nothing to worry about, I think. But so help those owner bastards if they do let something as stupid as that slip their minds. No matter the price. Somehow, though, I'm keen on "Jaffa Cake Park."
Jaylew727Fri 10/08/12 at 06:21 If it raises us money and isn't something completely absurd I cannot complain, especially after we've seen Arsenal and Manchester City get very lucrative stadium naming deals.
OlivavuFri 10/08/12 at 10:04 The KFC Family Bucket Arena The BK Whopper Stadium Chicken McNugget Park
AmericanKopiteFri 10/08/12 at 16:01 The KFC Family Bucket Arena
The BK Whopper Stadium
Chicken McNugget Park
The McStadium.
NichoFri 10/08/12 at 16:27 Anfield Carlsburg Stadium? Virgin Stadium, Anfield Red Bull stadium, Anfield De Beers stadium of Gems.(  ) I wouldn't have a problem with something along those lines if it paid the wages of a top signing every year. People would still say "I'm off to Anfield for the match" or "who we playing next at Anfield" It's how the game is going. I can remember the outcry when shirt sponsorship was first mooted. That is now looked upon as the Norm. Why not the ground?
AmericanKopiteFri 10/08/12 at 18:41 In 20 years you'll be hearing, "Welcome to Carlsberg Stadium, Anfield, Liverpool, where the McDonalds match of the day, presented by Coca Cola is Liverpool/Manchester United. The two teams are walking out of the Walker's tunnel and onto the Budweiser pitch. And soon enough the nets will have sponsors on them and the announcers will have to commentate on what brand the ball is. Sad thing is, it's already happening to that extent here.
theanfieldpaddyFri 10/08/12 at 21:21 i think we should cash in ... Anfield will always be Anfield
jcallen29Fri 10/08/12 at 21:46 Agree with that. Who calls Newcastle sports direct arena? Its different witg arsenal and The emirates because that was a new stadium.
SnifferFri 10/08/12 at 22:28 Anfield will always be Anfield , if we sell the naming right then ok as every one will still say Anfield. As said before no one calls St James park the sports direct arena. It's got to be worth looking into at least
KK73Sat 11/08/12 at 02:12 As said before no one calls St James park the sports direct arena. It's got to be worth looking into at least
Same can't be said about the Emirates and even the Etihad is quickly becoming the main name of the City of Manchester ground.
NichoSat 11/08/12 at 13:04 But they are new stadiums. I don't think the likes of Anfield, Old toilet or even Goodison would lose their identity to a sponsors name.
OlivavuSat 11/08/12 at 14:51 St James Park hasn't with their fans.
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