England: Will Anfield Road Stand change its name?

source: StadiumDB.com; author: Paulina Skóra

 England: Will Anfield Road Stand change its name? The expansion of the Anfield Road Stand is nearly complete. Liverpool's commercial director, in an interview for The Athletic, admitted that the club is considering selling the naming rights to the stand. But what about the name of the entire stadium?


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Time to start earning from Road Stand

The refurbishment of the stand is almosta year behind schedule, but the work is nearing completion, and almost all seats can be occupied on matchdays. Along with the renovation comes the inevitable question - how can Liverpool profit from this legendary stand? One of the main topics of discussion has been whether the club would be open to selling the naming rights.

In a conversation with James Pearce of The Athletic, Liverpool's commercial director, Ben Latty, revealed: We have debated and discussed it. Nothing is off the table related to that. of course, we wouldconsider it [..].

Anfield© Mister Drone UK

Lucrative contracts

Selling naming rights to stadiums, especially those freshly renovated, is a hot topic not only in England. Marca reports that Barcelona will earn around £17 million annually from a naming rights deal with Spotify for Camp Nou. Meanwhile, 90min reports that the Chinese IT company Wanda paid Atletico Madrid £8.4 million annually to name their stadium Wanda Metropolitano.

Liverpool's deal likely wouldn't be as significant, as Ben Latty disclosed that agreement wouldn't involve naming the entire stadium. And while many would accept placing a sponsor's name on the Anfield Road Stand as a sacrifice that comes with modern football, renaming Anfield itself would likely provoke significant outrage among fans.

Anfield© Mister Drone UK

Could it be AXA?

These are not the only matters concerning the renaming of Liverpool's assets. The club recently renamed its old Melwood training ground , where the women's team currently trains, as well as the new base in Kirkby. Both places now feature the name of insurance company AXA, which also sponsors Liverpool's training kits. At this point, it's unclear whether the same entity is also interested in acquiring the naming rights to Anfield Road Stand.