Kieran Maguire makes 'huge' Liverpool claim after naming rights update
Liverpool will “struggle to extract huge value” from a stadium naming rights deal.
So says finance expert Kieran Maguire, speaking exclusively to Football Insider about remarks made by Liverpool managing director Andy Hughes.
Asked by the Liverpool Echo on 5 October whether a stadium naming rights deal was still on the cards, Hughes refused to rule anything out.
“There’s a lot of different things that we can do around sponsorship,” he said, while also acknowledging nothing specific was yet in place.
But Maguire insists that a naming rights deal, either for Anfield or for individual stands, would not fetch a massive price.
He told Football Insider correspondent Adam Williams: “I think Liverpool will struggle to extract huge value from naming rights.
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“The Liverpool fanbase are hugely aware of the history and heritage of the club.
“If you try and call the Kop the ‘Nike Kop’ or the ‘Standard Chartered Stand’, it simply won’t stick.
“The challenge when trying to sell naming rights for individual stands or stadia is getting people to use the language of the sponsor.
“The name of the sponsor is a challenge because people have grown up with the original names. If it’s a new stadium, I think you have more flexibility.
“The sponsors aren’t daft, they know the situation. They are asking, what is in it for them?
“They get their logo and name out there, but they can get that out there through perimeter advertising at a fraction of the price.”