LIVERPOOL PURSUE £240M NAMING RIGHTS DEAL

[the count]

By Chris Bascombe, 19/09/2009

LIVERPOOL are pursuing a £240million naming rights deal to finally kickstart their troubled move to Stanley Park.

Carlsberg's 18-year shirt sponsorship with the Reds ends next year.


But the Danish beer brewers are prepared to match the £100m Arsenal received for a 15-year deal with Emirates.


Yet Liverpool owners Tom Hicks and George Gillett want to smash existing records, asking far more than the Gunners got in 2004.


Hicks and Gillett see the numerous examples of US stadium sponsorship deals as the blueprint for the new Anfield.


The New York Mets baseball team and New Jersey Nets Basketball side currently claim the most lucrative naming rights deals.


They both secured a 20-year contract with Citi Group and Barclays worth £240m respectively.


Both Dallas Cowboys and the New York Giants are negotiating similar returns for their new arenas. Liverpool are confident they can at least match the £12m-a-year which the top US franchises have secured, and will be looking to top them.


The club wants new partners on board well before completion of the arena, which is on hold due to the recession, but which the owners insist is merely delayed rather than cancelled.


New Reds managing director Christian Purslow sealed a record- breaking £80m shirt deal with Standard Charterd - and Hicks and Gillett know such lucrative deals are key to restoring stability at Liverpool.


The underfire Kop owners have launched a serious charm offensive over the last few days to try to win back the trust of the supporters.


Until the levels of debt at the club are reduced, they will continue to be perceived cynically for the broken promises of the past.



http://www.newsoftheworld.co.uk/sport/liverpool/512224/Liverpool-chase-pound240-million-deal.html

 

[Rosco]

We had a thread a good while back on possible stadium names we could end up with, my favourite is still the George Foreman Lean Mean Grilling Machine Arena.

I can't even remember who to credit for coming up with that. It's great.

 

[spider-Neil]

if they pull that off I'll take back everything I ever said about those two bastards.

 

[Squiggles]

Re: LIVERPOOL PURSUE £240M NAMING RIGHTS DEAL

If we broker such a deal it's almost a free stadium isn't it? What's the build cost, £300-350M?

So long as it's going Anfield somewhere in the name I'm not bothered at all.

 

[SaintGeorge67]

People will just call it Anfield anyway so it doesn't really matter

 

[spider-Neil]

[quote author=SaintGeorge67 link=topic=35941.msg946769#msg946769 date=1253407099]
People will just call it Anfield anyway so it doesn't really matter
[/quote]

exactly.

 

[madmax]

Is the Share LFC project capable of buying the said 20% share from these two?

 

[madmax]

[quote author=Squiggles link=topic=35941.msg946768#msg946768 date=1253406776]
If we broker such a deal it's almost a free stadium isn't it? What's the build cost, £300-350M?

So long as it's going Anfield somewhere in the name I'm not bothered at all.
[/quote]

Not quite. They are talking about 240 million split over 20 years. The PV of all that cashflow at risk free rate itself will be close to 150 million pound assuming the stadium gets completed in 3 years and the cashflows start to kick in then.

That is at risk free rate. We are not able to borrow at risk free rate, and our owners will surely want a return higher than the rate at which they are able to borrow from the bank.

So at best...the contract value today will be about 80 million pound, which is still a definite way to lock down future cashflow....and that is valuable for the club to function as a going concern.

So the owners will still have a lot more to do to kick start the stadium even if this deal is struck today.

In summary....let's best not get our hopes up.

 

[FoxForceFive]

[quote author=Squiggles link=topic=35941.msg946768#msg946768 date=1253406776]
If we broker such a deal it's almost a free stadium isn't it? What's the build cost, £300-350M?

So long as it's going Anfield somewhere in the name I'm not bothered at all.
[/quote]

I thought 500m?

That said, I really cant see us getting 240m, unfortunately.

 

[IGotALuvlyBunchOfCoconuts]

[quote author=SaintGeorge67 link=topic=35941.msg946769#msg946769 date=1253407099]
People will just call it Anfield anyway so it doesn't really matter
[/quote]

The Emirates.

 

[spider-Neil]

[quote author=IGotALuvlyBunchOfCoconuts link=topic=35941.msg946832#msg946832 date=1253440646]
[quote author=SaintGeorge67 link=topic=35941.msg946769#msg946769 date=1253407099]
People will just call it Anfield anyway so it doesn't really matter
[/quote]

The Emirates.

[/quote]

technically they are longer in 'highbury' (location wise) where as we would still be in anfield.

 

[Ryan]

Chris EXCLUSIVE! Bascombe

 

[Frogfish]

[quote author=spider-neil link=topic=35941.msg946834#msg946834 date=1253440901]
[quote author=IGotALuvlyBunchOfCoconuts link=topic=35941.msg946832#msg946832 date=1253440646]
[quote author=SaintGeorge67 link=topic=35941.msg946769#msg946769 date=1253407099]
People will just call it Anfield anyway so it doesn't really matter
[/quote]

The Emirates.

[/quote]

technically they are longer in 'highbury' (location wise) where as we would still be in anfield.
[/quote]

The only people who would still call it Anfield would be us, red supporters. Everyone else from the media to commentators (and thence to the rest of the world), opposition supporters et al. will call it by it's new moniker a la Reebok, Emirates etc. etc.

Anfield the stadium will become an anachronism.

 

[spider-Neil]

[quote author=Frogfish link=topic=35941.msg946908#msg946908 date=1253446420]
[quote author=spider-neil link=topic=35941.msg946834#msg946834 date=1253440901]
[quote author=IGotALuvlyBunchOfCoconuts link=topic=35941.msg946832#msg946832 date=1253440646]
[quote author=SaintGeorge67 link=topic=35941.msg946769#msg946769 date=1253407099]
People will just call it Anfield anyway so it doesn't really matter
[/quote]

The Emirates.

[/quote]

technically they are longer in 'highbury' (location wise) where as we would still be in anfield.
[/quote]

The only people who would still call it Anfield would be us, red supporters. Everyone else from the media to commentators (and thence to the rest of the world), opposition supporters et al. will call it by it's new moniker a la Reebok, Emirates etc. etc.

Anfield the stadium will become an anachronism.
[/quote]

well the naming rights only last ten years.

 

[Rosco]

[quote author=spider-neil link=topic=35941.msg946911#msg946911 date=1253446517]
[quote author=Frogfish link=topic=35941.msg946908#msg946908 date=1253446420]
[quote author=spider-neil link=topic=35941.msg946834#msg946834 date=1253440901]
[quote author=IGotALuvlyBunchOfCoconuts link=topic=35941.msg946832#msg946832 date=1253440646]
[quote author=SaintGeorge67 link=topic=35941.msg946769#msg946769 date=1253407099]
People will just call it Anfield anyway so it doesn't really matter
[/quote]

The Emirates.

[/quote]

technically they are longer in 'highbury' (location wise) where as we would still be in anfield.
[/quote]

The only people who would still call it Anfield would be us, red supporters. Everyone else from the media to commentators (and thence to the rest of the world), opposition supporters et al. will call it by it's new moniker a la Reebok, Emirates etc. etc.

Anfield the stadium will become an anachronism.
[/quote]

well the naming rights only last ten years.
[/quote]

12m per year x 10 years = 240m ?

 

[Frogfish]

[quote author=spider-neil link=topic=35941.msg946911#msg946911 date=1253446517]
[quote author=Frogfish link=topic=35941.msg946908#msg946908 date=1253446420]
[quote author=spider-neil link=topic=35941.msg946834#msg946834 date=1253440901]
[quote author=IGotALuvlyBunchOfCoconuts link=topic=35941.msg946832#msg946832 date=1253440646]
[quote author=SaintGeorge67 link=topic=35941.msg946769#msg946769 date=1253407099]
People will just call it Anfield anyway so it doesn't really matter
[/quote]

The Emirates.

[/quote]

technically they are longer in 'highbury' (location wise) where as we would still be in anfield.
[/quote]

The only people who would still call it Anfield would be us, red supporters. Everyone else from the media to commentators (and thence to the rest of the world), opposition supporters et al. will call it by it's new moniker a la Reebok, Emirates etc. etc.

Anfield the stadium will become an anachronism.
[/quote]

well the naming rights only last ten years.
[/quote]

12M a year is 20 years - a lifetime for some of us I would suggest.

 

[spider-Neil]

[quote author=Rosco link=topic=35941.msg946914#msg946914 date=1253446612]
[quote author=spider-neil link=topic=35941.msg946911#msg946911 date=1253446517]
[quote author=Frogfish link=topic=35941.msg946908#msg946908 date=1253446420]
[quote author=spider-neil link=topic=35941.msg946834#msg946834 date=1253440901]
[quote author=IGotALuvlyBunchOfCoconuts link=topic=35941.msg946832#msg946832 date=1253440646]
[quote author=SaintGeorge67 link=topic=35941.msg946769#msg946769 date=1253407099]
People will just call it Anfield anyway so it doesn't really matter
[/quote]

The Emirates.

[/quote]

technically they are longer in 'highbury' (location wise) where as we would still be in anfield.
[/quote]

The only people who would still call it Anfield would be us, red supporters. Everyone else from the media to commentators (and thence to the rest of the world), opposition supporters et al. will call it by it's new moniker a la Reebok, Emirates etc. etc.

Anfield the stadium will become an anachronism.
[/quote]

well the naming rights only last ten years.
[/quote]

12m per year x 10 years = 240m ?
[/quote]

just based on arsenal's deal. I plucked 10 years from the air I have no idea how long the naming rights will last, the important thing is it isn't a permanant deal.

 

[Frogfish]

Hicks is quoting US style deals and asking for 240M+, so that means 20 years. And then another 20 yeas and another and another ....

 

[Bob Loblaw]

[quote author=Rosco link=topic=35941.msg946760#msg946760 date=1253405062]
We had a thread a good while back on possible stadium names we could end up with, my favourite is still the George Foreman Lean Mean Grilling Machine Arena.

I can't even remember who to credit for coming up with that. It's great.
[/quote]

That was my doozie, still quite proud of it 🙂

I do think a naming rights deal would be a good idea, it doesn't matter what the sponsorship name is as everybody will still refer to it as Anfield and if we put a timeline on it that will be the official name eventually anyway, so spunk up the cash George Foreman and lets get the stadium built, I was teenager when the thing was first muted and I'm now in my 30's, shocking

 

[Squiggles]

[quote author=Frogfish link=topic=35941.msg946935#msg946935 date=1253449172]
Hicks is quoting US style deals and asking for 240M+, so that means 20 years. And then another 20 yeas and another and another ....
[/quote]

Both are owners will be dead in twenty years. There's no hint, as yet, that any naming rights would be renewed

Although admittedly once you're used to the cash it's hard to say no.

 

[Rosco]

[quote author=Squiggles link=topic=35941.msg946988#msg946988 date=1253453615]


Both are owners will be dead in twenty years.
[/quote]

Just don't get caught Squiggs.

 

[Judge Jules]

[quote author=Frogfish link=topic=35941.msg946915#msg946915 date=1253446674]
[quote author=spider-neil link=topic=35941.msg946911#msg946911 date=1253446517]
[quote author=Frogfish link=topic=35941.msg946908#msg946908 date=1253446420]
[quote author=spider-neil link=topic=35941.msg946834#msg946834 date=1253440901]
[quote author=IGotALuvlyBunchOfCoconuts link=topic=35941.msg946832#msg946832 date=1253440646]
[quote author=SaintGeorge67 link=topic=35941.msg946769#msg946769 date=1253407099]
People will just call it Anfield anyway so it doesn't really matter
[/quote]

The Emirates.

[/quote]

technically they are longer in 'highbury' (location wise) where as we would still be in anfield.
[/quote]

The only people who would still call it Anfield would be us, red supporters. Everyone else from the media to commentators (and thence to the rest of the world), opposition supporters et al. will call it by it's new moniker a la Reebok, Emirates etc. etc.

Anfield the stadium will become an anachronism.
[/quote]

well the naming rights only last ten years.
[/quote]

12M a year is 20 years - a lifetime for some of us I would suggest.
[/quote]

Oi. I'm about the oldest on here and I resent that. 😉

 

[SaintGeorge67]

Listening to the Detroit Lions radio before and they had Dr. Pepper sponsoring the 2 minute warning, and someone else sponsoring whenever they entered the "red zone".

We could adopt this and have sponsors for throw ins, corners, carra's hoofs, fernando pouting, etc.

And stoppage time would be sponsored by Alex Ferguson obviously.

 

[barrymac20]

The Carlsberg Anfield

 

[SummerOnions]

Carlsberg's canfield.

 

[themn]

[quote author=SummerOnions link=topic=35941.msg947391#msg947391 date=1253486595]
Carlsberg's canfield.
[/quote]

Ha ha !

 

[Judge Jules]

Let's just call it Probably The Best Stadium In The World. Then everybody will call it Anfield anyway just to avoid such a mouthful.

 

[Rosco]

Is this the first Chris Bascombe article since he went to thr NOTW that hasn't been widely condemned as being absolute rubbish ?

 

[SummerOnions]

Yes, though i daresay every irish poster agreed with everything he said about Keane.

 

[gkmacca]

No. He's absolute rubbish.