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Liverpool’s new main stand may open without a naming rights deal in place as the Reds search to find the right sponsorship partner - rather than rush in.

Ian Ayre says a ‘special club’ like Liverpool must have a special partner which provides the right fit in its association with the giant new £100m-plus stand, which is providing 8,500 extra seats.

The hunt for a deal is being led by Liverpool’s commercial head Billy Hogan and his team and there are several interested parties, Ayre repeated.

He said: “It is a process.

“Whether it’s shared sponsorships or kit deals or other such categories for sponsorship, the thing about these is that they happen when it is right and when the right solution presents itself.

“Billy Hogan and his team have been treading the boards globally and looking at a number of opportunities that we have on the card at the moment.

“But it’s not really about just finding somebody. It is about finding somebody that really fits with what we want and what we are looking for.

“That’s obviously the make-up of a partner and the economics that go around it but I am very pleased with the effort that’s going into that and I’m sure we’ll see the fruits of it in due course.”

He added: “I don‘t think it is as simple to say we’ll conclude something and then announce it. I wouldn’t say we are at a point where we are ready to let that fall into place.

“It’s not necessarily the case that it will be there on day one. It may be and it may not be.

“But we really want to find the right partner that’s right and fit and proper for the opportunity. And when that’s ready we’ll be bringing that person to the forefront and announcing it.

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Reds seeking a partner who mirrors their values

“It’s about much more than taking the highest offer that comes along.

“If you look at the partners that we have had at the club for some time and take a couple of examples, like Carlsberg who have been at the club, I think everybody who’s a Liverpool fan associates with Carlsberg because they have been here so long. They have been here through shirt sponsorship, beer partner etc.

“We’ve not really lost any sponsors, certainly in the period I have been here, nine years. We have only really added people.

“When we brought Standard Chartered as an example, there’s as much about a cultural fit. You know you want somebody who mirrors your values; someone who really understands what being a part and a partner of Liverpool really is all about.

“And that’s why it is not just as simple as taking the highest bidder and putting somebody’s name on the front or back of the stand.

“It is about finding someone who wants to be a part of what we have here which is something quite special.

“And to be a partner of Liverpool you have to be quite special yourself so that takes a bit of time but as I said I think Billy and his team are doing a great job in working their way through it.