Selection Headache For Segura

Pep Segura admits he faces a selection headache as Liverpool Reserves head to Villa Park to take on Aston Villa tonight.

With Rodolfo Borrell's U18s also in action against Manchester United today, Segura will not be able to call on the Academy starlets for the trip to the Midlands - a match you can watch live on LFC TV and LFC TV Online tonight from 6.30pm.

Segura told Liverpoolfc.tv: "This is a difficult situation for us because in the last games we have used players from the Academy like Toni Silva, Stephen Sama, Adam Hajdu and Henoc Mukendi, but I won't be using them in this game.

"We must protect the U18s because they also have a chance of winning their league so for that reason I respect that.

"The U18s have a difficult game against Manchester United and I will help Rodolfo Borrell with this.

"Okay, I would like to have the best players available for my team but the most important thing is the club and making good decisions, not selfish ones."

Villa's second string is managed by former Anfield double winner Kevin MacDonald and play in the Southern section of the Barclays Premier Reserve League.

They started the year with an incredible 10-1 win over Arsenal and Segura knows they have a talented side.

"Aston Villa will be a tough game for us, but also for them," he added.

"It was a strange result to see them beat Arsenal 10-1 because it is not a logical one, but what I do know is Villa are a good team with some good players.

"I am expecting a difficult game but what I want to see from my players is a good performance in every game.

"They all need to understand their responsibility on the pitch and keep their concentration for the whole 90 minutes.

"Winning is always fantastic but it's how you win that is important.

"If we win a game and we don't play well then I can't be happy. I need to say to the team that wasn't good enough and we must improve.

"I have been pleased with the players in our last two league games. We were unlucky to lose at Arsenal and then we played very well against Everton.

"The spirit and character of the team was very good and they have trained well. I need to help the players to grow and get to a level when they can be ready for the first team. This is my job."

Segura also explained his reasoning behind changing Steven Irwin's position from a full-back role to playing just off the striker.

He added: "We understand this is a new position for Steven to what he is normally used to.

"I needed to change a few things and this is a position I believe he can play in and he has done well in this position."

With four games remaining in the Barclays Premier Reserve League North Group B, Segura's side are six points behind leaders Blackburn with two games in hand.

There is still a chance Liverpool could win a 19th reserve league title, but that is not the Spaniard's main focus.

He said: "Our idea is game by game and I like to win always, but I need to understand also what is my job here.

"My job first is to help the players and get them ready so they can play for the first team.

"When I was at Barcelona with the U18s we won the league and cup in the same season and I said to the players this is not important. What is important is how many players from that side get to the first team.

"Winning is fantastic and makes me very happy but the players need to understand they must work hard every day if they want to get to the first team.

"If we were to win the reserve league it would be fantastic but I prefer to see the players grow. If we can do both then, fantastic."

Match Report: West Brom 2 - 1 Liverpool

Chris Brunt's second-half penalty double enabled West Brom to win the battle of Liverpool managers past and present at The Hawthorns.

Current Reds manager Kenny Dalglish saw Martin Skrtel head his side in front five minutes into the second half.

But his predecessor, Roy Hodgson, was indebted to Brunt for initially levelling matters from the spot and then scoring the 88th-minute winner.

Albion were worthy of their victory and are now unbeaten in five games under Hodgson.

They had the game's most potent attacker in Peter Odemwingie while Youssouf Mulumbu anchored the midfield effectively.

Luis Suarez again showed flashes of his quality for the Reds but Andy Carroll had a quiet game after scoring his first England goal in midweek against Ghana.

Liverpool were the first to settle and almost went ahead after two minutes.

Carroll won a header from a Raul Meireles corner and the ball fell to Dirk Kuyt whose close-range effort was blocked by Scott Carson.

Kuyt was first to react to the rebound and his shot clipped the top of the bar.

Carroll appealed in vain for a penalty after a challenge by Baggies central defender Jonas Olsson.

Liverpool suffered a setback after six minutes when Glen Johnson pulled up with a hamstring injury when trying to close down Brunt.

He was replaced by Sotirios Kyrgiakos who went into the middle of the back four with Daniel Agger replacing Johnson at left-back.

Kuyt dragged a low shot wide after Suarez had turned the ball into his path.

Brunt tried to catch Jose Reina out with a low 35-yard free-kick but the keeper was alert to the situation.

Liverpool received another injury blow after 25 minutes when Agger hobbled off with what appeared to be a knee setback to be replaced by Danny Wilson in a straight swap at left-back.

Paul Scharner became the first player to be yellow carded after 27 minutes for a foul on Jay Spearing.

Carroll followed him into Martin Atkinson's notebook late after a challenge on Steven Reid inside the Baggies box.

Reina was brought into meaningful action for the first time to cling on to a Reid header from Brunt's deep free-kick.

Wilson was yellow carded after bringing down Odemwingie two minutes before the interval.

Albion began the second half brightly and Reina parried away a well-struck drive from Cox.

But Liverpool broke the deadlock after 50 minutes through Skrtel's second goal of the season.

Carroll won a corner after his shot on the turn was tipped over by Carson at full stretch but he was well beaten by Skrtel's header from the resulting cross by Meireles after he had outjumped Scharner.

Carson then had to be alert to block a swerving shot from Kuyt after he had ran unopposed into the Albion box.

The home side tried to regroup and Reina went down to hold Brunt's left-footed shot.

Then after 62 minutes Brunt brought Albion level from the penalty spot.

Kyrgiakos was adjudged to have brought down the impressive Odemwingie inside the box and Brunt sent Reina the wrong way from the spot.

It was the third goal of the campaign for the Northern Ireland international.

Odemwingie was a constant menace to Liverpool and Reina did well to turn aside a fierce drive.

Hodgson made his first substitution after 74 minutes with Marc-Antoine Fortune replacing Cox.

Liverpool skipper Jamie Carragher made a crucial block on Odemwingie's powerful shot.

Then Odemwingie flashed a shot across the face of goal after being found in space by Fortune.

A minute late Brunt put the Baggies ahead with his second penalty of the game.

Odemwingie shook off the challenge of Kyrgiakos and then was brought by Reina.

Up stepped Brunt to hammer the spot-kick past Reina.

In injury-time Nicky Shorey headed off the line from Suarez.

Kenny Dalglish Confused By Penalty Decisions In West Brom Defeat

Kenny Dalglish was left frustrated by his Liverpool side's 2-1 defeat to West Brom after going down to two second half penalties.

Speaking after the game, the Scot called for better communication after being left confused as to why the penalties were awarded by the linesman.

“The only thing I would say about the penalty kicks is one was given by the referee and the other by the linesman,” Dalglish told Sky Sports.

“If they just tell us when the linesman takes over the authority from the referee, then I think we will understand it better.

“We had the benefit two weeks ago against Sunderland I don't know why. And two weeks later I still don't know why.

“The linesman is there to be of assistance to the referee. It's important for them to tell us when the linesman has overruled the referee. The referee was only 10 yards away. Communication is always good.”

Dalglish was disappointed his side came away with no points after the awarding of two controversial penalties.

“We are always frustrated when we have nothing to show from our work," he added.

“They took the lead and when they got themselves back in front with two penalty kicks and you can argue whether they are penalty kicks or they weren't but sometimes it's not clear sometimes why it was a penalty and sometimes why the linesman flags for it.”

Liverpool was hampered by the news that Steven Gerrard picked up an injury the day before the game along with news that Daniel Agger and Glen Johnson are also struggling with knocks.

“We lost Steven [Gerrard] on Friday in training. It was innocuous, as were the two injuries today," he said.

“Steven was training to be ready for today and innocuously felt a sharp pain turning for the ball. It's the same area [groin] but not the same thing.

“We will get him and the other boys assessed later in next week – then we will know more.

“Daniel [Agger] has damaged a tendon behind his knee, Glen [Johnson] has damaged a muscle.”

Liverpool 'Involved' In Free Transfer Defender Talks

Liverpool are one of the English clubs in talks with defender Oscar Wendt, according to reports.

The Swedish international defender has emerged as a top target for a number of clubs across Europe, with his current contract at FC Copenhagen set to expire in the summer and the player set to become available on a free transfer.

Kenny Dalglish has been linked with the player for some time now, but the Metro reports that Liverpool are 'involved' in talks for the players, as are Newcastle United and Championship leaders QPR. A number of other unnamed English clubs are also thought to be monitoring the situation.

The player has previously stressed his desire to play in Britain, but confirmed that Portuguese outfit Sporting Lisbon has also been in contact with his agent.

"Sporting are one of the clubs we are talking to, then we have decided to not name the others," Wendt told newspaper Sportbladet.

"But my agent has serious talks with them. Nothing is decided, but I am not stressed about it. I want to find a club which feels right."

The Reds are thought to have highlighted the left back position as a priority, with Dalglish keen to find a long-term replacement for Paul Konchesky at Anfield. The summer signing is currently on loan at Nottingham Forest, and tipped to make a permanent Liverpool exit in the summer.

Glen Johnson has filled in at the position under Dalglish, but the England international is seen as a temporary fix with the Merseysiders keen to make an addition as soon as possible.

Jose Enrique, Taye Taiwo and Cristian Ansaldi have all speculatively been linked with a move to the Merseysiders, with Dalglish thought to have a long wish list of potential players for the position at Liverpool.

Wendt appears to represent the best value for money given his current contract situation, and with Liverpool keen to spend on players in other positions could be the player the Reds go for come the end of the season.

Carra Vows To Fight For Europe

Jamie Carragher his revealed his disappointment at Liverpool's inability to close the game on Tottenham after their defeat against West Brom.

Kenny Dalglish's team have an outside chance of qualifying for Europe but they trail fifth-placed Tottenham by five points, having played a game more.

For all intents and purposes it looked like they would close the gap after they took the lead against West Brom on Saturday through Martin Skrtel, with Tottenham held by bottom club Wigan.

However, two Chris Brunt penalties were enough to seal a come-from-behind victory for the Baggies.

The Liverpool vice-captain nevertheless insists his team will continue to fight for a European place.

"It was disappointing to lose the game and with Tottenham only drawing makes this even more of a bad result," Carragher told Liverpool's official website.

"We obviously didn't know the Tottenham score until the end of the game but we can't worry about other teams.

"We've just to look after ourselves and get as many points as we can to try and close the gap.

"West Brom did well and it was a big three points for them, but it was a very disappointing day for us.

"Luis Suarez looked dangerous again for us and he was unlucky not to get an equalizer right at the end, but unfortunately besides the goal we didn't create enough chances in the first 75 minutes of the game."

Gerrard Suffers Fresh Injury Setback

Liverpool manager Kenny Dalglish faces an anxious wait to learn the extent of Steven Gerrard's problems after the midfielder suffered a fresh groin injury in training on Friday.

Gerrard has not played since Liverpool's victory over Manchester United at the beginning of March but was expected to be on the bench for Liverpool's trip to West Brom on Saturday.

However, the midfielder did not travel to the Hawthorns for the Reds' 2-1 defeat after feeling further pain in his groin.

"Steven was training yesterday, ready to be available for Saturday. Then he innocuously tried to turn with the ball, and he felt a sharp pain," said Dalglish said.

"It is the same area of his groin but not the same thing. We will get him assessed and at the end of the week we will know better."

Manchester United Plotting To Beat Liverpool In The Chase To Sign Ashley Young

Sir Alex Ferguson is planning to plunder sporting riches from under the noses of Liverpool at football and horseracing.

The Manchester United manager is fancied to land next Saturday’s Grand National at Aintree with his star chaser What A Friend, then beat the Anfield club to the signature of Ashley Young during the summer.

Liverpool sporting director Daniel Comolli has made the 25-year-old Aston Villa winger his top summer target, but United have also made their interest known and are prepared to make him one of their three top targets.

Young’s value has soared on the back of two impressive performances for England last week against Wales and Ghana.

Villa are reluctant to part with the player who has refused to extend his current contract beyond the year it has left to run, but they are set to make an enormous profit on the £9.75million they paid Watford for him in 2007.

Ferguson will be kept in close contact with events at Aintree while he watches his team play Fulham from his place in the stand next Saturday. What A Friend is one of the National favourites.

Kelly Makes The Grade At Liverpool

A product of Liverpool's academy, Kelly has progressed admirably having missed two years with a back problem during the embryonic stages of his career. The versatile defender, who can play anywhere across the back line, recovered to break into the Reds' reserve side during the 2007/08 campaign.

He made his senior debut in the next season's UEFA Champions League, coming on as a late substitute in a 3-1 win at PSV Eindhoven on Matchday 6. Then boss Rafael Benítez subsequently allowed the 18-year-old to be loaned to Huddersfield Town AFC, where he appeared seven times in the third tier and scored his first senior goal.

A mainstay of England's FIFA U-20 World Cup team in late 2009, Kelly's first Liverpool start soon arrived: in a 2-1 home defeat by Olympique Lyonnais in the UEFA Champions League group stage. He made only two club appearances in the 2009/10 campaign thereafter, before truly establishing himself this term – receiving England Under-21 recognition as a result.

While Kelly began to force his way into the Liverpool side under Roy Hodgson, it was when Kenny Dalglish assumed the reins that he nailed a regular spot for the Anfield club. So assured were his displays that England right-back Glen Johnson was moved to the left of defence to accommodate his younger counterpart before injury struck in the form of a hamstring problem in late February.

Having had just three Premier League outings during Hodgson's brief tenure, Kelly soon found favour under the returning Dalglish. Despite having started only two top-flight games in his career, he was thrown into the first XI for the visit of Merseyside rivals Everton and turned in an impressively composed display.

"The injury made me more determined. Having those two years out meant I missed so much from my development. I was lucky to get a chance to come to [Liverpool training ground] Melwood."

"I'm made up with my own form. Hopefully I'll keep training well and get a chance to play. In the Premier League, Europa League and Champions League you need to play three times a week so it's really good to do that."

Pacheco Dazzles For Norwich

Daniel Pacheco enjoyed a debut to remember as he helped Norwich City to a 6-0 thumping of Scunthorpe United on Saturday.

The Spanish starlet delighted the crowd playing in his favoured role just behind the striker, and featured for 71 minutes.

Pacheco was a constant threat throughout and set up the opening two goals.

First he cut back a cross for Grant Holt to net the opener, and then his defence splitting pass led to a penalty that was converted by Holt.

Holt and Simeon Jackson both grabbed hat-tricks, and Canaries boss Paul Lambert was delighted with the debut of Pacheco.

Lambert told the Eastern Daily Press: “I thought his debut was as good as I've seen.

"I thought he was brilliant, he lifted the crowd and he was fantastic."

Kenny Dalglish Will Not Be Allowed Rafa Benitez-Style Freedom

Liverpool boss Kenny Dalglish will not be allowed to operate in the same way as Rafael Benitez did during his time in charge at the club, once instated as permanent manager in the summer - according to a report in The News of the World.

Dalglish has been linked with the permanent role ever since John Henry fired Roy Hodgson back in January, and will be formally appointed to the post in the summer.

However, the former Reds’ striker will not enjoy the same latitude as Benitez did during his six-year stint with the club, as Fenway Sports Group have made clear they wish to put in place a more collective type of management to govern Liverpool.

The old tradition of the manager having the final say may be over at Anfield, with a new approach being adopted that not only relieves some of the pressure on the head coach but also widens the transfer approval procedure to the Reds’ director of football, Damien Comolli.

This means that all future signings will have to be agreed amongst the board’s appointed staff, limiting the manager’s independence in the market, which the owners feel was the core reason behind failure in the past.

John Henry and his colleagues were apparently astonished at the amount of freedom given to Benitez, which let him loose in a transfer window subject only to keeping within the set budget.

Reports have emerged that conflict has already arisen between Dalglish and Comolli, with Dalglish said to prefer the acquisition of Stuart Downing to the Comolli-favoured Ashley Young in the January window.

Match Preview: West Brom vs Liverpool

All eyes will be on Roy Hodgson as he invites former club Liverpool to face his West Brom side.

After a shaky start Kenny Dalglish's men are gaining momentum, winning four of their last six in the league as they look to continue their push for a Europa League place.

In contrast Hodgson and the Baggies are desperate to keep their heads above water in a crowded bottom half, sitting 16th and just a single point off the drop zone.

The reverse fixture in August serves as an indication of just how much has changed at both clubs this season, with Hodgson's Liverpool beating Roberto Di Matteo's Baggies 1-0 courtesy of a Fernando Torres strike.

Hodgson has relatively few injury worries ahead of the game, despite long-term absentee Pablo Ibanez still sidelined with a hamstring injury.

The Baggies are still without the influential Graham Dorrans in the centre of the park as the Scot continues his struggle to shake off an ankle injury.

The manager admitted he is unhappy with the Mexican national team for subjecting striker Carlos Vela to a 12,000-mile round trip during the recent international break, despite barely playing the youngster.

Dalglish will have a number of selection decisions to make, with Steven Gerrard returning to full training following groin surgery.

Although a start for the skipper is unlikely, one man who will look to feature is Luis Suarez, the striker handing his team a huge boost by returning from a groin injury that saw him sit out the international break.

Right-back Martin Kelly had looked in contention for a place in the team but suffered a setback in training following his return from a hamstring injury.

Possible starting XIs:

West Brom: Carson, Shorey, Scharner, Meite, Olsson, Reid, Thomas, Morrison, Brunt, Mulumbu, Odemwingie.

Liverpool: Reina, Johnson, Carragher, Skrtel, Agger, Meireles, Spearing, Lucas, Kuyt, Suarez, Carroll.

Roy Hodgson Says Kenny Dalglish Must Be Permanent Anfield Manager

Roy Hodgson says Liverpool owner John Henry must confirm Kenny Dalglish as his permanent successor, warning that it would be very difficult for another manager to do the job now that the club’s supporters have backed the Scotsman so emphatically.

“The fans want him to have the job,” Hodgson said. “He has the backing of the fans, and the fans are very, very important in football.

"If they don’t give him the job now, it will be very difficult for the next man who gets it, because the fans want him to have it.

“I knew it from the day I walked into the club, because Kenny had made it clear he wanted the job. The job was there, I was offered it, I knew the risk, the potential problems that could arise, and I don’t harbour any regrets or any resentment.”

Hodgson, who was sacked by Liverpool in January, said he would welcome Dalglish to the Hawthorns on Saturday for their league fixture, and would be happy to share a handshake and drink after the match.

But the West Bromwich Albion manager explained that he believed his chances of being successful at Liverpool were always slim once Dalglish had expressed an interest in his job.

“It is difficult to compete with icons. I went to the right club, but perhaps I didn’t arrive at the right time. Kenny made it clear he wanted the job, but the people who were making the decisions at that time decided to go for me.

"It left Kenny in a difficult position because he wanted the job, and when things didn’t go well, having him in the background wasn’t easy. It wouldn’t have been easy for any coach.”

For his part, Dalglish contests the suggestion that he undermined Hodgson. The 60 year-old, who did apply for the job when Rafael Benítez left, insisted that he had been nothing but supportive during a difficult period for both men.

“I had a good, close relationship with Roy when he was here and that is on record,” Dalglish said.

“I’ve always been here to help the football club, and the most important person at the club is the guy in charge, and that guy always maintains the respect of the people at the club.

"The guy who sits in the chair is the most important one and the one who always gets the support.”

Asked in what light he believes Liverpool fans will remember Hodgson, Dalglish said: “Everybody has their own opinions on what happened and their own opinions on individuals, so they will have their own feelings and respect.

"No Liverpool fan wishes bad on anybody.”

Since Hodgson was sacked, Liverpool have sold striker Fernando Torres to Chelsea and brought in Andy Carroll and Luis Suárez for £58 million – both targets of Hodgson’s.

Hodgson said: “Liverpool have got two outstanding front players who are raring to go. Carroll and Suárez, who I scouted, were on a list of players we were considering.

“Carroll was the most wanted striker in English football and Suárez was on everyone’s list after the World Cup and his time at Ajax.”

International Break Does Liverpool Good

Liverpool face former manager Roy Hodgson's team West Bromwich Albion today confident that the international break has been good for the Anfield club in several ways

Striker Andy Carroll scored his first England goal in the friendly against Ghana on Tuesday night, while none of the players who played for their countries reported any injuries on their return. It also gave injured captain Steven Gerrard time to recover from groin surgery and put himself into contention.

However, defender Martin Kelly has suffered a setback in his recovery from a hamstring problem with Fabio Aurelio also making slow progress from a similar injury.

"You have to look at each one individually to see if it has done them good or bad," said manager Kenny Dalglish.

"For ourselves we have tried to get people back to fitness so it is a bit of 50-50 success rate on that. It has been almost two weeks between games but for us we were delighted with the way they played at Sunderland and so will they have been."

McCarthy Accepts Liverpool Target Jarvis Likely To Leave

Wolves boss Mick McCarthy admits they face a battle keeping Matt Jarvis.

The Wolves winger is already being tipped for a £10million summer move to Liverpool.

Jarvis signed a five-year deal at Molineux earlier this season and his value has soared after outstanding displays in a relegation-threatened side.

McCarthy said: "Let's be adults. There are certain scenarios you can't stop.

"Jarvo's done nearly five years here and has been wonderful for us.

"But if a top-four club comes in and offers unbelievable amounts of money, it becomes very difficult.

"I know there's a lot of interest in him from talking to some of the top managers.

"There's no suggestion he or anyone else is for sale, but who thought Torres and Carroll would go?"

Jovanovic Set For Anfield Exit?

Liverpool winger Milan Jovanovic admits a return to Serbian football is highly unlikely despite being linked with a move to Red Star Belgrade.

The 29-year-old has struggled for game time on Merseyside after arriving on a free transfer from Standard Liege last European summer.

He has made just two appearances under Kenny Dalglish and five starts all season.

Jovanovic hasn't ruled out a move away from the club but will look elsewhere before a return to his home country.

Jovanovic told Mondo: "I'm not the one who started this story.

"Yes, you can never know what the future will bring you and I have never said that I will not return home someday.

"But than again we have to look at the reality of Serbian football.

"At this moment there are just minimal chances for me to return to Serbia, for at least the next two years.

"I have full respect for Red Star, who are probably the biggest brand in our football, and I have a lot of friends in that club.

"But Vojvodina are still the only club for which I have played in Serbia so I'm still foremost a fan of Vojvodina."

Liverpool In Race To Sign Portuguese International Rolando, Claims Agent

Liverpool have been confirmed in the race to sign Portuguese defender Rolando.

The 25-year-old Porto centre back has previously been linked with a move to the Barclays Premier League, and now agent Peppino Tirri has suggested that Liverpool have competition from Manchester United as well as two sides from Italy.

"There is also Manchester United and Liverpool following the player," Tirri told Notiziariosportivo.com after claiming both Juventus and Inter Milan were tracking the player.

"His cost? Around €15 million. I think something could move towards the end of the month, now the clubs are focused on the championship and the Champions League."

Liverpool boss Kenny Dalglish has hinted at a number of player changes in the summer, with the Anfield chief looking to put his own stamp on the side should he decide to stay at Anfield permanently.

The Merseysiders are also thought to have targeted both a left back and winger in their efforts to bolster the squad in several core positions, with Sport.co.uk claiming Dalglish is keen to add defensive reinforcements at Liverpool.

Signed from Belenenses by Porto back in 2008, Rolando has made over 100 appearances in all competitions for the Portuguese Liga outfit, and has been a figure of consistency at the Estádio do Dragão.

A regular member of the national side for Portugal, a transfer tussle could ensue for the player's signature this summer.

Connor Wickham Is For Sale To Liverpool Or Spurs, Says Paul Jewell

Ipswich boss Paul Jewell appears to have resigned himself to losing hot prospect Connor Wickham to either Spurs or Liverpool in the summer.

Tottenham and Liverpool are reportedly leading the race for the £15 million-rated striker, who turned 18 on Thursday.

Jewell said: 'I am hopeful he will stay but, let's be honest, we are all at the mercy of the big clubs.

'If Liverpool or Tottenham come in with money that is going to help us plough back into the team – silly money if you like – we have to listen to it.'

The former Wigan manager believes it would be better for Wickham's development if he stayed with the Tractor Boys.

But he pointed out that the England Under-21 international would not be leaving on the cheap as Ipswich do not need to sell.

Wickham has made 66 appearances and scored 11 goals for Ipswich, since he became the club's youngest ever debutant when he appeared at the age of 16 years and 11 days in 2009.

Liverpool Commercially Hot With Or Without Europe

Liverpool can count on their heritage to seal big sponsorship deals even if they are not playing in Europe next season, the Premier League club's managing director Ian Ayre said on Thursday.

The five-times European champions, who share the record of 18 English league titles with Manchester United, are in danger of missing out on continental club competition if a revival in their league form does not repair a bad start to the campaign.

With clubs seeking to increase revenues ahead of new financial rules from UEFA to ensure they break even, playing in the lucrative Champions League or Europa League can help but Ayre said in Liverpool's case it may not be essential.

"If you invest in Liverpool Football Club you are not investing in this season, this player or this result," Ayre told Reuters in an interview on the sidelines of the Soccerex European forum in Manchester.

"You are investing in the institution that is Liverpool Football Club, that is over 100 years of football, which is England's most successful football club still.

"One of the reasons that we're one of the most supported clubs in the world is the success we had many years ago. People believe still and they invest still and they love Liverpool still.

That's what people are investing in, they are not investing in how we perform next week or next year."

Ayre, promoted earlier this month from commercial director, said the club were focusing on increasing their global presence commercially and that "significant revenue" could come from a naming rights deal if they moved to a new stadium.

Since being taken over by American John W. Henry's New England Sports Ventures last October, the club has been considering whether to push ahead with a previous plan to build a new stadium or to expand their existing Anfield ground.

"We're exploring naming rights as a proposition to look at the economic model for a new stadium so that in theory would be the next big deal in that type of sponsorship area," said Ayre.

Ayre, 47, understands as well as anyone what sponsors are buying into at the club having grown up as a Liverpool supporter who used to mind cars for Everton fans on matchdays to save up money so he could buy tickets to watch his own team play.

In those days, Liverpool were enjoying some of their best years but Kenny Dalglish's side are now in sixth place, needing to finish fifth to guarantee a Europa League spot. They trail Tottenham Hotspur by four points having played a game more.

Even if they made it up to fifth, it would still be the second year in row that they miss out on the Champions League.

Not that their main sponsors are worried about that.

"The Champions League is not that important to us because it happens at a time most of Asia is fast asleep," Gavin Laws, group head of corporate affairs at Standard Chartered, told delegates earlier on Thursday.

The bank, which does much of its business in Asia, signed a four-year shirt sponsorship deal with Liverpool in 2009 worth a reported 80 million pounds.

"People don't get up in the morning to watch a whole game," Laws added. "They see the result and they might just skim through and see the goals."

Reds Honour Local Youngsters

It's not been uncommon to see silverware dished out at Anfield over the years - and it was no different on Thursday night as 48 local kids were honoured in Liverpool Football Club's annual Young Person of the Year awards.

More than 200 guests, including first-team stars Jonjo Shelvey and Jay Spearing, attended the special ceremony in the Shankly Suite to witness the club reward the outstanding achievements of young people in the city.

In its 10th year, the awards recognize youngsters who have excelled in the following categories -

* Courage - overcame a disadvantage, illness or produced an act of bravery.

* Compassion - displayed loving kindness towards others.

* Caring - cared for a parent, relative, neighbour or pupil.

* Community - helped out in the community.

The youngsters were nominated by schools in the Anfield/Breckfield area, the club's SweeperZone groups, local community centres and youngsters participating in LFC's range of community and family projects.

The awards handed out by Shelvey and Spearing included Schools Special achievement, Sweeper Zone, Kickz, Respect 4 All, Goals for Girls and the Jack Carley award for courage.

It was then on to Liverpool's new Managing Director Ian Ayre to announce the winners of the four Young Person of the Year awards, which went to Kayleigh Fry, Nicolas Fielding, Chelsea Inman and Karl Christopherson.

Ayre said: "These awards recognize the valuable contribution young people make to their families, communities and to society as a whole.

"The Club has hosted these worthwhile awards for the last 10 years and is delighted to be involved with exceptional local young people."

As well as being handed a photo and autograph opportunity with Liverpool players, those in attendance were treated to a slap-up meal, live music and dancing.

Local Councillor Brian Dowling added: "I am delighted to support these achievements by our young people who are so critical to society's future success be it in business, community, sport or politics."

Liverpool To Sell Seven To Help Fund £30m Summer Spending Spree

Liverpool are preparing a clear-out as the Anfield side looks to generate funds for significant signings this summer. Kenny Daglish and director of football Damien Comolli have reportedly been considering which players in the club’s squad they are willing to offload and perhaps unsurprisingly a number of those are players brought in by Roy Hodgson.

Milan Jovanovic has failed to make an impact at the club and will be allowed to leave should a decent offer come in for the Serbian who is being chased by a string of Bundesliga sides. Philipp Degen is currently on loan at Stuttgart and the signs are that the Swiss international is unlikely to return to Liverpool.

Paul Konchesky has had a dire time at Liverpool and was sent out on loan to Nottingham Forest where he has proved a success and there is talk that Fulham may be interested in buying the 29 year old back and given that he cost the Merseyside club nothing in the first place it could take as little as £1.5m to take the defender back to Craven Cottage.

Christian Poulsen came in for a torrid time during the Hodgson reign and has barely featured since Kenny Dalglish arrived on the scene and the defensive midfielder will be offered at a reduced price of around £3-4m and there is reported interest from some Serie A sides including from Genoa and Cagliari.

Emiliano Insua is also very much up for sale and looked likely to join Fiorentina last summer until the deal stalled but a move to Florence may be back on although the Argentine may seek to stay at Galatasaray where he is currently in the middle of a loan spell.

Alberto Aquilani is having a great season at Juventus and has fought his way back into the Italian national team set-up but the Turin side are unwilling to pay the £15m that Liverpool are demanding, although the 26 year old has stated that he would be open to a return back to England the signs are that there are a number of other Serie A sides who may well be willing to pay the asking price.

Finally Joe Cole stands on something of a precipice. Dalglish is keen to give the former Chelsea man a chance to prove himself and the England international has not really had a run of games to show the Liverpool boss what he has to offer. There is apparently a queue of clubs who would jump at the chance to sign the attacking midfielder with West Ham and Everton apparently willing to take the 29 year old on if he is indeed offloaded.

City Winger Would 'Consider' Possible Liverpool Move

Manchester City winger Adam Johnson would consider a move from Eastlands, with Liverpool keen to sign the England international.

The 23-year-old has recently returned from a long-term ankle injury, but with high competition for places at City, will have few opportunities to impress.

Furthermore the former Middlesborough winger will be looking to get back in Fabio Capello's England squad, which he was left out of for the double header against Wales and Ghana, and Liverpool could offer a way out for Johnson.

"Every footballer has to think about it when the time comes. It is still early but I definitely would consider it," Johnson told the Sun.

Kenny Dalglish is expected to make a winger his top priority in the summer transfer window, as the Liverpool boss searches for a player a genuine crossing ability to provide service to new signing Andy Carroll.

Liverpool's search for a winger has seen them linked with Ashley Young, Charlie Adam and Eden Hazard, but with Johnson deprived of first-team football at City, unlike the aforementioned trio at their respective clubs, the Englishman could soon be on his way to Anfield.