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Stadium name up for grabs


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Chrisian Purslow: Key negotiator


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.

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