The original 'This is Anfield' sign, a long-standing fixture in the tunnel at Liverpool Football Club's stadium, has been sold at auction for £115,000. The winning bid significantly surpassed the auctioneers' estimate of £10,000 to £15,000, representing a sevenfold increase.
The final cost, including commission and VAT, amounted to £149,500. This sale reportedly sets a new record for any interior sign from a UK sports stadium.
The sign was first installed in the players' tunnel in 1972, a suggestion by a groundsman that was approved by club secretary Peter Robinson. Manager Bill Shankly reportedly rejected an initial 'Welcome To Anfield' wording, deeming it too friendly, and opted for the more assertive 'This is Anfield'. The intention behind the sign was to psychologically intimidate visiting teams and serve as a reminder of the club's standards for Liverpool players.
Budds, the sports memorabilia auctioneers, noted that while it was commonly believed the original sign was removed by Bob Paisley in 1974, dated photographic evidence indicates it remained in the tunnel until 1979. This means the sign was present during Liverpool's first two European Cup victories and three First Division titles.
Following its removal from the tunnel, the sign was gifted by former player Roy Evans to Ronald Wilson, a former member of the club's boys' team. Wilson's family displayed the sign in a hotel they owned in Douglas, Isle of Man, from the 1970s until 2000. It was later passed down to the current owners, Ian and Lynn, and was displayed in Ian's office from the mid-2010s until his retirement before being put into storage.
A replacement sign was installed in the Anfield tunnel, which was itself later updated in 1998. The sign was eventually restored and reinstalled during Brendan Rodgers' tenure as manager.
The 'This is Anfield' sign is an iconic symbol for the club, with players traditionally touching it as they make their way onto the pitch. Manager Jurgen Klopp famously instituted a policy of forbidding his players from touching the sign until they had secured a major trophy, a ban that was lifted after their Champions League win in 2019.
The tradition and significance of the sign were recently highlighted in a debate between former Arsenal player Ian Wright and ex-Manchester United captain Roy Keane. Wright recounted his practice of touching the sign during warm-ups as an iconic gesture, while Keane expressed his view that it was unnecessary for opposition players.