Liverpool Echo: Sponsor deal may see new stadium renamed

By David Prentice, Liverpool Echo

Chief executive Rick Parry said Arsenal's £100m deal with Emirates to sponsor their new ground, complete with naming rights, has given the club serious food for thought.

Just as Highbury has disappeared from the London club's ground the move could put a question mark over the use of the name Anfield.

Mr Parry told the BBC website today: "Historically it is something I have been against, and I have been on record as saying that, but I think the size of the Arsenal deal is a real eye-opener.

"I would say in the past deals have been done frankly far too cheaply and it just hasn't even been worth contemplating.

"But the Arsenal deal is the sort of deal that causes you to draw breath and say 'wow - that's interesting'."

Mr Parry is aware that such a decision would provoke an emotional response from Liverpool fans.

The name Anfield has become world-famous since Liverpool kicked off life there 113 years ago.

But Mr Parry countered: "I recognise it would be an emotive issue for many supporters, but you look at the amount of money available and it could go into the team.

"If it was the right partner how strong an issue is it? Time will tell.

"I think the stadium will always be Anfield, not least because of where it is, but do we need to investigate the possibilities of sponsorship? It would be remiss not to.

"That's not to say we have made a decision that we will go down that road, but I think it is clearly something we have to explore."

Mr Parry also revealed the Reds were still considering investment from a mystery investor, but that Steve Morgan's offer - withdrawn by the building magnate before Christmas - was still on the agenda..

"Steve has never been used as a stalking horse. There's no need, and that is not the way we do business," he explained.

"We had discussions with Steve over the course of 2004. I think we came close to concluding a deal in the summer but it didn't happen.

"Quite genuinely, the new interest did appear relatively late in the day just prior to the AGM in December, and as I have said it was of such potential magnitude, and that potential is so exciting, we felt we had to evaluate it. We are still evaluating it.

"Steve's interest was taken very much on its own merits. His enthusiasm for the club is there for all to see and who knows what the next few months will hold?

"The door isn't closed on anything. We had a perfectly sensible dialogue with Steve last year.

"We have a common interest in making Liverpool successful. That's a dream we all share, so as far as I'm concerned the door is not closed."

Mr Parry is currently finalising funding for the new stadium in Stanley Park, which is set to open in 2007.

The club is hoping for a swift decision on a crucial £20m grant from the Northwest Development Agency (NWDA).

Club bosses say no reply has yet been forthcoming on what stage the application is at prompting concern on the progress of the stadium move.

But the NWDA insists the application is only "recent" and still has an appraisal procedure to go through.