Taylor Swift is to perform three sold-out dates at Liverpool's Anfield home this week
This week will see Liverpool play host to the biggest music star on the planet, a pop phenomenon who relentlessly breaks records and new ground for female artists.
Of all the stadiums as part of this European leg of Swift’s Eras Tour, Liverpool’s Anfield home is the only arena that is home to domestic club football on the UK leg, with Cardiff’s Principality Stadium, Edinburgh’s Murrayfield, Dublin’s Aviva Stadium, and London’s Wembley the other UK arenas on the list.
Swift’s three nights will deliver a welcome revenue bump for Liverpool. Having been unable to host concerts at Anfield last summer due to the ongoing redevelopment work on the Anfield Road End, Swift’s three nights will be followed by two concerts by another US pop icon, Pink, later this month. Liverpool are engaged in a battle to win hearts, minds, and wallets in countries all around the globe. While Manchester City’s relentless success on the pitch has opened up doors and increased eyeballs and opportunities, the unique narrative of Liverpool continues to be compelling to supporters around the world. It cuts through more than just trophies, and it carries a message that resonates.
The club has already sought to use the leverage of having basketball icon LeBron James, part of the Fenway Sports Group ownership group, with the club collaborating with current kit supplier Nike to create its own line of merchandise with James to help turn it into a lifestyle brand. The benefits for Liverpool could be that they get to bring megastars to the stadium every summer, and that it turns itself into an iconic music venue as well as an iconic stadium. Raising the profile of the venue itself goes hand in hand with raising the profile of the football club and cutting through with new demographics in a way that others simply won’t be able to.
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