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Liverpool chief executive Billy Hogan says the club would consider selling the naming rights to their new Anfield Road stand in a break from tradition.
Liverpool are currently redeveloping their iconic stadium by rebuilding its Anfield Road stand, situated at the opposite end of the pitch to The Kop.
The £80m expansion, which is on course to be completed for the start of the 2023-24 season, is set to add an extra 7,000 seats to Anfield – taking the stadium's overall capacity to 61,000.
It will be the second major redevelopment of the stadium in recent years, following the construction of the new Main Stand which was completed in 2017.
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Hogan has confirmed Liverpool would be open to selling the naming rights to the new stand if the club receives a suitable offer.
"It's certainly something that we will consider," he told The Athletic.
"We didn't for the Main Stand; we may for Anfield Road.
"We wouldn't say no to it, but it's not something we're actively pursuing currently."
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Several of Europe's top clubs have lucrative naming rights deals for their stadiums.
Manchester City and Arsenal both have deals with airlines Etihad and Emirates, respectively.
Bayern Munich have a similarly lucrative deal with German financial services company Allianz.
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Barcelona also recently struck a huge sponsorship deal with music giant Spotify which includes naming rights to the club's iconic Nou Camp stadium.
Tottenham, meanwhile, are reportedly exploring the possibility of selling the naming rights to their £1bn stadium in north London.
Spurs are said to be in discussions with several major companies over a potential 20-year deal worth £25 per season, or £500m in total.
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While Liverpool could sell the naming rights to one of their stands, the club is unlikely to consider a deal for the full stadium, which has been their home since the club's formation in 1892.
Topics: Liverpool, Football, Premier League, Anfield
Rory O'Callaghan