Liverpool are reportedly closing in on a deal that would see them receive £90 million in return for the naming rights to their new main stand at Anfield.
That's according to the Daily Mail's Dominic King, who reported the club's chief commercial officer Billy Hogan has travelled to China to discuss the sale of the naming rights with three interested companies, with a view to securing a 10-year deal for £7 to 9 million per season.
Anfield's main stand is being revamped, and upon completion the ground's capacity will rise to 54,000—making it the third-largest stadium in the Premier League after Old Trafford and the Emirates Stadium.
Sports finance journalist Alex Miller believes the deal is a cause for optimism at Liverpool and a sign of the club's ambitions:
With Premier League sides to receive an unprecedented level of revenue due to the impending £5.1 billion TV deal, the Reds will be hoping the added income from the stand's naming rights can give them an edge over their domestic rivals.
Such a lucrative deal could well have an impact on the club's dealings in the transfer market—by freeing up further funds for Jurgen Klopp to spend on recruitment—and the wages they can offer new signings and those already at the club.
With historic stadiums like Anfield, the sale of naming rights can often be a tricky issue for clubs to pull off without angering fans—see Mike Ashley's decision to rename St James' Park the "Sports Direct Arena" and the reaction Newcastle United fans had—but being just a stand in this case, the decision could be welcomed by supporters.
The Anfield faithful have been vocally protesting ticket prices at Liverpool in recent weeks, though, with some success. News of another significant source of revenue for the club could prompt further calls for the reduction of prices, so expect that debate to continue if the Reds are able to secure the deal they seek.