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SBD Global/August 1, 2014/Marketing and Sponsorship
Liverpool Considers U.S. A Growing Market As More Companies Invest In Football, EPL
Published August 1, 2014
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NOT NEW, BUT MODERN: As the team battles top European competition in the Int’l Champions Cup preseason tournament, back home in the U.K. the redevelopment of Anfield moves along. While the stadium expansion remains subject to planning permission, it is one of the most important projects that the club has undertaken in the last several decades, Hogan said. The £260M ($439M) Anfield project would increase the stadium’s capacity to 58,800. Though it is still less than ManU’s Old Trafford (75,000) or Arsenal’s Emirates Stadium (60,000), Hogan said the redevelopment will increase the club’s match-day revenue as well as providing opportunities for branding and partnerships. He added that the club is not looking for a naming-rights sponsor in the traditional sense. “I think that trying to rename Anfield would be difficult just because it’s part of the nomenclature of the club,” Hogan said. However, the club is looking to bring in a naming partner for the new main stand, for instance. FSG will try to take some of the lessons it learned from redeveloping another historic stadium, Fenway Park, across the pond to Liverpool. Hogan said that the goal is to keep the iconic nature of Anfield but at the same time add modern amenities.