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Liverpool FC executive lifts lid on Taylor Swift's role in Anfield plan set to make millions

Taylor Swift performs at Groupama Stadium on June 02, 2024 in Lyon, France.
-Credit: (Image: John Shearer/TAS24/Getty Images for TAS Rights Management)


Liverpool is wholeheartedly embracing the imminent arrival of Taylor Swift. The city's economy as a whole is set to feel the benefit, with thousands of fans flocking to the only English leg of the Eras Tour being staged outside of London.

'Taylor Town' is being erected, featuring various stations around the city dedicated to Swift. Meanwhile, Liverpool FC, which is hosting the concerts at its Anfield home, is set to make millions.

We've already written about the expected benefits for the club, which has been committed to turning Anfield into a world-class entertainment venue during the summer months for some time now under the ownership of FSG. And now a club executive has spoken about where Swift fits into the master plan.

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“Bringing world class acts to the city of Liverpool we feel is important,” Liverpool FC commercial director Ben Latty told the ECHO. “Having them play at an iconic stadium such as Anfield is perfect for us as a football club but also for the city. We have Taylor Swift coming for three nights, there will hopefully be some more acts being announced over the next few weeks and months."

With the shows originally announced for June 14 and 15, a third leg was added for Thursday 13 due to the overwhelming demand for tickets. Swift famously likes the number 13, and many have predicted that Anfield could be in for some kind of special surprise on this extra leg of the tour.

“For us it means that Anfield is a venue that is used for more than just the football season," said Latty of the summer shows, with Pink also set to perform on June 24 and 25. "However, of course, we respect the residents and local community and are thankful for their consultation and feedback throughout that process to allow us to bring concerts to Anfield.

“Hopefully with the big acts that we have got it proves beneficial for not only the fans of the artists but also the local community as well.”

Aiming to balance all of the competing interests at play, Liverpool's license allows it to stage up to six concerts per year at Anfield during the off-season. While it's hard to put an exact figure on what Swift will generate for the club, with various parties getting a slice of the pie, it's clearly going to be a major money-spinner during a period where the ground would otherwise have been sitting empty.

Latty underlined that this is a fundamental part of the FSG vision, with Swift a real statement of intent after redevelopments at Anfield prevented any shows last year.

"From an ownership perspective, and I don’t want to speak on behalf of our owners, you can see the work that has been done at Fenway Park [in Boston] as well. One of the first things that they said when they came into this football club was that ‘we are staying at Anfield and we will develop Anfield’."

A purpose-built music venue has actually been erected in the vicinity of Fenway Park. Only time will tell what the future holds for Anfield, but Swift is a major coup in the current phase of the plan.