How Anfield concerts BANKED £30M for Liverpool

For over a decade, maximising the potential of Liverpool FC’s historic Anfield stadium has been a central goal for owners Fenway Sports Group.

The completion of the Anfield Road End last season, which increased the stadium's capacity to over 61,000, followed significant investments in renovating the Main Stand and other areas, transforming Anfield into a world-class venue.

This transformation has been reflected in the calibre of music acts performing at the stadium. In the summer of 2022, Anfield hosted the Rolling Stones, Eagles, and Sir Elton John, while this summer saw Taylor Swift – the biggest music star of the moment – perform three sold-out shows at Anfield, bringing the city into the global music spotlight. Following Swift, pop icon Pink performed two successful nights.

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How concerts boost the local economy

Next year’s line-up is already taking shape with British-Albanian star Dua Lipa announced for a performance. More major acts are expected to be announced as plans for next summer develop.

From the club’s perspective, hosting concerts and major events outside the football season—which Liverpool City Council permits up to six per year—can generate over £10 million, depending on the artist's profile.

A new report by Turley Economics highlights the substantial impact on the local economy. Hosting world-famous artists has contributed £31.3 million to the local economy and created thousands of jobs. Since 2019, Anfield has welcomed seven artists for 11 concerts, drawing nearly half a million visitors to the stadium.

This summer alone, nearly 250,000 people attended Taylor Swift’s three shows and Pink’s two performances. Past performances have included Bon Jovi, Take That, Elton John, and The Eagles, each requiring a minimum of 1,450 staff members. Remarkably, 85% of these employees were from Liverpool, with over half (55%) under the age of 30.

Due to COVID-19 restrictions, there were no concerts at Anfield in 2020 or 2021, and 2023 was also off-limits due to the Anfield Road Stand expansion.

Ben Latty, Liverpool FC’s Chief Commercial Officer, commented: “We’re thrilled to contribute to the local economy and provide job opportunities through concerts at Anfield. Hosting global stars like Taylor Swift has been a great success, and we’re proud of the positive feedback from concert-goers, promoters, and local residents. We’re excited about announcing Dua Lipa and are working hard to bring more world-class acts to Anfield in 2025.”

Councillor Harry Doyle, Liverpool City Council’s member for culture, added: “The redevelopment of Anfield has been a tremendous success for both the club and the city. The fact that this iconic venue now doubles as a premier concert venue each summer is a fantastic boost to our tourism economy. The high-profile acts Anfield attracts regularly put Liverpool in the spotlight, as seen with Taylor Swift’s performances. We look forward to more exciting announcements for next year.”