Rick Parry would prefer to raise the money by following Arsenal's example of putting a sponsor's name on its stadium, rather than resort to sharing a stadium with local Merseyside rivals Everton FC.
Arsenal raised 拢90m by naming its ground the Emirates Stadium in conjunction with a shirt sponsorship deal with Emirates, not including perimeter advertising.
According to Parry: "I have to say historically it is something I have been against, and I have been on record as saying that, but I think the size of the Arsenal deal is a real eye-opener."
The club is in need of more funds to pay off debts and help it mount a more serious challenge to Arsenal, Chelsea and Manchester United, and is currently fielding offers of investment into the club from a range of parties.
However, Liverpool fans may turn out to be opposed to the new stadium being sponsored, seeing it as a further encroachment of big business into football. But Parry has clearly had a change of heart.
"I would say in the past deals have been done far too cheaply and it just hasn't been worth contemplating. But the Arsenal deal is the sort of deal that causes you to draw breath and say 'Wow, that's interesting'."
Marketing reported in December that Liverpool was seeking a new shirt sponsor from next season, at around 拢6m a season. Carlsberg has been its shirt sponsor for the past 12 years.
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