Ian Ayre has revealed that Liverpool's new stadium be sponsored, with an Asian company expected to win the naming rights.
The Reds' commercial director confirmed that talks had been held with several companies over the possible branding of the new arena in Stanley Park with building work due to begin at the start of April, according Liverpool City Council leader Warren Bradley.
Ayre refused to confirm or deny the claims but insisted that negotiations with potential partners were ongoing.
He said: “Naming rights is now an accepted part of building any new footballing venue in the world.
“And as one of only a few global football brands, it would be crazy of us not to tap into that opportunity.
“It is an area that some of our competitors have dabbled – Arsenal for example – and it is an opportunity for us to step forward.
"But what is important again is to find the right partner, who offers the right cultural fit. Who knows who that would be for Liverpool, but we have had some interest certainly."
Having successfully agreed a deal with banking giant Standard Chartered to sponsor their shirts, Liverpool are aiming to add more partners to their portfolio with a reported £250 million debt to repay.
"Liverpool is a club which attracts partners like few others, simply because of its history, and the way it acts culturally," Ayre continued.
"They are great things for any commercial brand to use around the world, to get their own message out there. I would say there will definitely be more partners in the future.
“In all honesty, it is easy to find a brand who will write you a big cheque in football,†he reveals, “but what is not as easy is finding somebody who genuinely fits together with you, and has similar aspirations in similar markets.
"We have found that [with Standard Chartered] and I am sure they will be an amazing sponsor for Liverpool Football Club - in fact, they already are.â€Â
Ayre, 45, is also hoping to build up the club's brand in the Far East after spending 15 years living in the region.
He added: “Having experience in Asia is definitely an advantage for a club like Liverpool.
“We have already had a hugely successful tour [of Thailand and Singapore in the summer of 2009] and there are lots of plans for the future for that part of the world. I know that particular area very well, and we are developing the Liverpool FC product all of the time."
