Liverpool have one of the most important summers in recent times before the start of the next season with the squad to undergo a huge overhaul with new manager Jurgen Klopp trying to stamp his authority on the squad.
To add to this, the new Main Stand at the Anfield Road will be open from the next season, increasing the capacity and the noise inside the historic stadium at the Merseyside.
However, it is understood that the main stand might open next season without a naming rights deal in place. The Liverpool owners want to search and find the right sponsorship partner and have decided not to rush into any possible deal.
The new £100m-plus stand increases the capacity by 8,500 seats and the club’s chief executive Ian Ayre says a ‘special club’ like Liverpool must have a special partner which provides the right fit for the association.
Ayre also revealed that the hunt for a deal is being led by Liverpool’s commercial head Billy Hogan and his team and also revealed that there are several parties interested in a deal with the club.
“Billy Hogan and his team have been treading the boards globally and looking at a number of opportunities that we have on the card at the moment,” Ayre explained.
It is obvious that Liverpool want to sign a new deal that will not see any controversies and that will help the franchise as a whole. Ayre explained that the club is in search for “somebody that really fits with what we want and what we are looking for.”
He also explained that things are going smoothly at the moment at Anfield and that the club will see the profits sooner rather than later.
Ayre added, “I am very pleased with the effort that’s going into that and I’m sure we’ll see the fruits of it in due course.”
Ayre added that the club is not going to make decisions in a day and that finding the right partner is high up the priority list for signing a deal. He explained that an official announcement will only be made after the whole thing is settled.
“But we really want to find the right partner that’s right and fit and proper for the opportunity. And when that’s ready we’ll be bringing that person to the forefront and announcing it,” he added.
The executive officer took the example of Carlsburg and Standard Charter, two associations who have been with the club for a long time.
“Take a couple of examples, like Carlsberg who have been at the club, I think everybody who’s a Liverpool fan associates with Carlsberg because they have been here so long.”
“When we brought Standard Chartered as an example, there’s as much about a cultural fit,” he added.
He also said that it was important for the club that the sponsor should ‘mirror the values’ of the club and that they should be a cultural fit and know what the club is all about before they can sign a deal with them.
“It is about finding someone who wants to be a part of what we have here which is something quite special,” he exclaimed.