Liverpool will brush off the controversy over England’s top clubs selling naming rights to their stadiums and chase the most expensive naming rights deal in the history of sport. Despite the recession, the Merseyside club’s hierarchy are convinced they can raise a mammoth £250m by persuading a leading global firm to buy the rights to name Liverpool’s proposed ground.
Liverpool’s owners, Tom Hicks and George Gillett, have been buoyed by their record £20m-per-season shirt sponsorship agreement signed recently with Standard Chartered, taking it as proof of the world-wide appeal of the club and the Premier League. These factors have persuaded Hicks and Gillett to revisit stadium-building plans, shelved due to Liverpool’s debts. The two Americans now believe they can underwrite more than 50% of the cost of building a new ground on a site earmarked on Stanley Park through a world-record naming rights sale.
The benchmark they have set Liverpool’s commercial team is the deal signed between the New York Mets baseball franchise and Citigroup. The American financial services giant paid $20m (£12m) a year over 20 years to have a new stadium, Citi Field, opened by the Mets early in 2009. Liverpool believe they can outstrip that. “Naming rights are a global market,” said Hicks. “We likely will partner with someone wanting global branding, unlike the US stadiums, which only worry about TV appeal in the States, similar to why Standard Chartered chose to partner with us on our shirts.”
Despite debts approaching £300m and Liverpool’s onfield worries, Hicks remains bullish about the outlook for his club. He said Rafael Benitez would not be forced to sell star players even if Liverpool fail to qualify for the knockout stages of the Champions League. Hicks and Gillett are seeking new investors, in the hope of raising money to reduce the club’s debt by diluting their shareholding, and spoke of “significant interest”. They are undeterred by protests by Newcastle fans in response to their club’s stadium being renamed sportsdirect.com@St James’ Park Stadium and criticism of Chelsea, who last week announced they were looking to sell off naming rights to Stamford Bridge in the hope of raising £150m.
Liverpool believe their situation is different, because they are building a new stadium rather than renaming an existing one. They regard as a precedent Arsenal, who signed a £100m 15-year deal with Emirates, which also included shirt sponsorship, when they moved from Highbury in 2006. Manchester United are the only Big Four club for whom a naming rights sale does not appear an option. A club source said a rights sale involving Old Trafford is “not on our agenda”. Sir Alex Ferguson said Chelsea’s plans were driven by money. “It is the only reason I can think of. But it does not really concern me. I wouldn’t have thought [it would happen at United].”
Liverpool’s owners, Tom Hicks and George Gillett, have been buoyed by their record £20m-per-season shirt sponsorship agreement signed recently with Standard Chartered, taking it as proof of the world-wide appeal of the club and the Premier League. These factors have persuaded Hicks and Gillett to revisit stadium-building plans, shelved due to Liverpool’s debts. The two Americans now believe they can underwrite more than 50% of the cost of building a new ground on a site earmarked on Stanley Park through a world-record naming rights sale.
The benchmark they have set Liverpool’s commercial team is the deal signed between the New York Mets baseball franchise and Citigroup. The American financial services giant paid $20m (£12m) a year over 20 years to have a new stadium, Citi Field, opened by the Mets early in 2009. Liverpool believe they can outstrip that. “Naming rights are a global market,” said Hicks. “We likely will partner with someone wanting global branding, unlike the US stadiums, which only worry about TV appeal in the States, similar to why Standard Chartered chose to partner with us on our shirts.”
Despite debts approaching £300m and Liverpool’s onfield worries, Hicks remains bullish about the outlook for his club. He said Rafael Benitez would not be forced to sell star players even if Liverpool fail to qualify for the knockout stages of the Champions League. Hicks and Gillett are seeking new investors, in the hope of raising money to reduce the club’s debt by diluting their shareholding, and spoke of “significant interest”. They are undeterred by protests by Newcastle fans in response to their club’s stadium being renamed sportsdirect.com@St James’ Park Stadium and criticism of Chelsea, who last week announced they were looking to sell off naming rights to Stamford Bridge in the hope of raising £150m.
Liverpool believe their situation is different, because they are building a new stadium rather than renaming an existing one. They regard as a precedent Arsenal, who signed a £100m 15-year deal with Emirates, which also included shirt sponsorship, when they moved from Highbury in 2006. Manchester United are the only Big Four club for whom a naming rights sale does not appear an option. A club source said a rights sale involving Old Trafford is “not on our agenda”. Sir Alex Ferguson said Chelsea’s plans were driven by money. “It is the only reason I can think of. But it does not really concern me. I wouldn’t have thought [it would happen at United].”
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