Anfield Road ExtensionLiverpool FC recently celebrated a significant milestone in the redevelopment of Anfield Road.
The project to add 7,000 seats to the stadium, bringing the total capacity to 61,000, was abandoned due to the bankruptcy of the construction company originally involved. The club quickly worked with new construction company Rainer Rowen to go ahead and complete the project.
While progress is visible, the installation of upper deck seating is a step toward full opening, expected in early 2024. However, the upper level will remain closed until at least the end of the year due to required safety inspections and certifications.
The redevelopment is a key part of the Fenway Sports Group-owned club’s expansion plans. The group recently secured investment from Dynasty Equity to lift the club out of bank debt arising from a number of projects including the Anfield Road End redevelopment, the construction of the AXA Training Center and the purchase of Melwood for the women’s team.
The increase in stadium capacity, including the redevelopment of the main stand in 2016 and the ongoing Anfield Road End project, is expected to see match day revenue reach £100m over the next few years. When FSG took over Liverpool, they debated whether to stay at Anfield or push for a new stadium.
Ultimately, they opted for a major remodel to stay in the historic location and maximize revenue potential. Liverpool football club’s income is increasing
Matchday revenue has more than doubled over the past decade, largely due to an 18% increase in stadium capacity and strategic improvements to stadium facilities.
In 2016, match day revenue increased by 39% after the main stand closed. Liverpool are set to join the ranks of clubs currently led by Manchester United and Tottenham Hotspur with revenue in excess of £100m per match.
In 2022, concerts by the Eagles, Rolling Stones, Elton John and others helped generate revenue. Despite not hosting a concert in 2023 due to construction, the stadium is slated to host more events in 2024, with global pop icon Taylor Swift set to perform sold-out shows over three nights. This will further strengthen Anfield’s status as world class.
Speaking at the Sportico Invest in Sports conference in New York, FSG standout Sam Kennedy emphasized the importance of Anfield as more than just a football stadium. He emphasized the deep-rooted values of society as a place for connecting generations and preserving the unique memories of the world of sports.
Kennedy discussed the initial idea of a joint stadium for Liverpool and Everton, admitting it lacked premium products, food and beverage options and an overall matchday experience on arrival, and felt it was unrealistic given the complexity of football’s dynamics global.
FSG took a similar approach at Fenway Park: preserving and expanding Anfield.Through significant investment of hundreds of millions of pounds, they have upgraded the stadium, including the completion of the Main Stand and the continued development of the Anfield Road Stand. Managing projects thousands of miles away led to the establishment of commercial offices in Liverpool and London to oversee the process.
Matchday revenue comes second only to media and commercial revenue, but has a significant impact on Liverpool’s ability to invest in its on-pitch product. The continued expansion is intended not only to meet the demand for tickets but also to generate significant revenue in the long term.
However, given the challenge of expanding the additional capacity, the club may seek additional development around the stadium, similar to the Fenway Corners project in Boston, to strengthen the club’s value proposition going forward.
Liverpool is my religion and Anfield is my church. May 17, 1996, the day my blood ran red. You can’t live without the people you love the most. For me it is football.
