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Philanthropic organizations have long known the power of allowing their donors to purchase naming rights on smallish items that exist in great quantities. From seats in theatres to bricks in new concert halls, fundraisers figured out pretty quickly it's not that difficult to convince people they want to see their name visible somewhere and that they're happy to pay a nominal fee to do so.
It's an idea spreading to the for-profit world as well, with companies realising it's a quick way to generate some revenue in a way that lets those purchasing the name-able item in question feel like they're contributing to something larger than themselves. It's what Liverpool FC are hoping will happen with the new walkway the club has submitted a permit for as part of the Anfield regeneration.
#LFC submits planning application for a specially designed walkway at Anfield: https://t.co/xYp4XywBLS pic.twitter.com/PsbjscANd2
— Liverpool FC (@LFC) June 20, 2016
A statement on the club's website said:
Liverpool FC has today confirmed it is exploring the feasibility of creating a specially designed walkway featuring fan tributes at Anfield. The club has submitted a planning application providing further details on the proposed scheme, which would enable supporters to purchase a personalised granite stone in the Main Stand’s new public realm.
The granite walkway featuring fan messages would form part of the public realm, which has been designed to reconnect the stadium to nearby Stanley Park and the local community.
Pricing for the granite stones hasn't yet been released, though it's likely this information won't be available until after the planning application is approved.
It's a lovely opportunity for both local and international fans alike to make a mark on Anfield, and a charming way for the club to add additional points of engagement for fans outside the stadium before matches. Anfield's existing outdoor spaces leave much to be desired, and though recent attempts to perk up the space with mural-sized photo ops on the stadium walls have appealed to many, this walkway would offer up a more subtle activation of the space.