The global pandemic has thrown a wrench in many a plan. Timelines have been been altered, or been put on hold indefinitely. For Liverpool, the construction of the Kirkby training complex for the men and the academy (but not the women) was supposed to be completed this summer, but that timeline is now in flux as construction has been halted.
One set of plans moving full steam ahead, however, is the second expansion of Anfield under the direction of FSG. The plan is to add 7,000 additional seats to the capacity to the Anfield Road end, bringing to full compliment of rabid Liverpool supporters to 61,000 on game days. Liverpool are still planning on breaking ground on the expansion later this year, with an expected completion date prior to the 2022/2023 season.
According to the Liverpool Echo, the club is expected to offset the approximately £60 million of construction costs by seeking naming rights to the expanded stand and new lounge areas rather than selling naming rights to Anfield itself. Unlike Tottenham Hostpur, which is seeking a deal in the neighborhood of £25 million a year, FSG has decided not to sell naming rights to Anfield, something to do with having history. After the Main Stand expansion, it was reported that Liverpool were seeking £7 million-£9 million a year.
“We’ll be looking to bring in a number of new partners. A naming partnership for the stand would make sense,” said Billy Hogan, Liverpool’s Chief Commercial Officer, in 2016.
Billy Hogan’s impressive expansion of the commercial revenue for Liverpool is quietly just as impressive as Michael Edward’s transfer record. While the plans to sell naming rights for the expanded Main Stand ultimately never came to fruition, the club is in a great spot to considering their current on-field success.