SBD/April 1, 2011/Facilities

FSG Shopping Naming Rights To Potential New Stadium For EPL Club Liverpool

Fenway Sports Group is actively shopping corporate naming rights for a potential new stadium for Liverpool FC, the EPL club it purchased last year. FSG since that acquisition has been deliberating whether to renovate Anfield, Liverpool's 127-year-old home stadium, in a similar manner to what it did with Fenway Park, or construct an entirely new facility. FSG is not marketing naming rights to Anfield. But the effort is designed to establish a market for naming rights at a new stadium, with that number in turn worked into financing considerations. "We're taking a hard look at this, and the reality is that we just don't have a good feel yet for what the naming rights could be worth, and we need to know as we go through this [build-or-renovate] process," said Sam Kennedy, President of FSG's Fenway Sports Management. The agency is aiding Liverpool as the club's recently promoted managing director, Ian Ayre, leads the talks. Existing key Liverpool sponsors, such as jersey partner Standard Chartered and brewer Carlsberg, are being approached first. Kennedy declined to outline potential valuations for the naming rights. But that Standard Chartered jersey deal, pegged at US$32.1M per year, could be instructive. Arsenal FC has a 15-year, US$160.5M deal with Emirates for its building, but that also includes an eight-year shirt component. An ultimate decision on Liverpool's facility course of action is at least several months away.
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Facilities, Fenway Sports Group

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