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Liverpool chief executive Ian Ayre has said the club won't raise ticket prices to pay for the new-look Anfield.

In a week when ticket prices to watch games at Anfield have been very much in the news, he said: “On ticket prices, the building of this and construction of this doesn’t change anything.

“We have the same attitude to pricing as we have with or without the new main stand.

“We are really trying to create a solution that provides more of the good products that we have and better facilities, a more modern solution.

“We’ve been trying to do that in other areas of the stadium before this. We’ve improved and renovated many of the lounges in the Centenary Stand and we’ve done a lot of work in some other parts of the stadium. And this is no different.

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“It’s not about jacking up prices to pay for it, it’s about giving our fans fair value within football and within our facilities.

“And we’ll just review the process as we do every year, with the same attitude.

“We wont change our perception or our perspective on that just because we are making a huge investment.

“We make this investment on the basis of what our price points are and on what we know our price points to be as Liverpool Football Club, on Merseyside and in this market. That doesn’t change as a result of this.

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Ayre also confirmed the new stand would be paid for from within Boston-based FSG.

He added: "The cost of build is just over £100m. We’ll fund that from within Fenway Sports Group and we’ll have a plan to recover that over a period of time.

“We may absolutely look for sponsorship - not for the stadium but certainly for the stand itself.

“Again that also just helps generate a speedy return on investment. The more revenue generated the more we can reinvest. So absolutely we are considering that as an opportunity.”

Anfield atmosphere will be amazing

Ian Ayre believes the new Main Stand will not begin to detract from the Kop’s place in Anfield folklore despite its giant size.

It can only add to the match day buzz he believes, saying: “Anfield is a special place with a special atmosphere and special memories for lots and lots of people around the world.

“To be able to continue in that venue and not only continue but enhance it I think is a fantastic achievement.

“I don’t think anything we could build could change the atmosphere of the Kop or its place in that stadium.

“But it will certainly be a sight to be in awe of."