The iconic piece of Liverpool FC history could have ended up thousands of miles away from Anfield, but a businesswoman from the area decided to make a bid
Undated handout photo issued by BUDDS of a sign once displayed at Liverpool’s Anfield stadium, which has been sold at auction
Undated handout photo issued by BUDDS of a sign once displayed at Liverpool’s Anfield stadium, which has been sold at auction(Image: BUDDS/PA Wire)
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A famous piece of Liverpool FC’s history is heading to a new home in the city. For the past few weeks, some Liverpool fans have feared the iconic This Is Anfield sign could end up being in the hands of a private collector thousands of miles away from the area.
The sign was first installed in a players’ exit-entry tunnel at Anfieldby former player and Liverpool manager Bill Shankly in 1972. Shankly said the message was a reminder to Liverpool players who they were representing and a source of intimidation for visiting teams. However, the one you see in the tunnel today is actually a replica of the original.
The first sign was replaced by a second one after 1979 and former Liverpool defender and manager Roy Evans gifted it to youth player Ronald Wilson. And from 1979 until 2000 the sign hung in the bar of the Rutland, a hotel in Douglas in the Isle of Man, owned by the Wilson family.
It was then installed and had an aluminium frame fitted for preservation and after the hotel was sold the sign was then passed down to Ian and Lynn, the current owners of the sign, and was then placed into storage.
Jade Lee, centre, with Tony Bellew and Sir Kenny Dalglish after the unveiling of Sir Kenny's mural last month
Jade Lee, centre, with Tony Bellew and Sir Kenny Dalglish after the unveiling of Sir Kenny's mural last month(Image: Jordyn Hoyle)
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After years in storage it was displayed in Ian’s office at work from the mid-2010s until his retirement in early 2026. It was then permanently placed back into storage before the family opted to sell it.
The sign was then listed for auction and this worried many Liverpool fans and those close to the club, including Jade Lee. Jade is the director of The Arc Hotel, located on Anfield Road itself.
The hotel, which also includes a bar and kitchen for supporters, has a large amount of LFC features, including a mural of Liverpool legend Sir Kenny Dalglish on the outside.
The venue announced on its Instagram page last night the famous sign would be coming to their venue after a successful bidinstead of a private collector.Jade, 33, who lives in Anfield herself, helped lead the bid after reaching out to Liverpool Football Club and Taggy’s, another Anfield Road bar who were considering buying.
When asked if the business felt the pressure of keeping the sign in L4, Jade told the ECHO this morning: “Most definitely. Even yesterday, we were like, ‘shall we announce it?’ We didn't want people thinking that we were going behind Liverpool FC's back.
Kenny Dalglish posing by the original sign in the tunnel at Anfield after completing his transfer from Celtic on August 10 1977
Kenny Dalglish posing by the original sign in the tunnel at Anfield after completing his transfer from Celtic on August 10 1977(Image: Mirrorpix)
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“A couple of weeks ago, we saw online that it was going up for auction. We reached out to (LFC) themselves and had a bit of back and forth with Taggy’s.”
There was also a late development in the bidding which could have scuppered the hotel’s chances. Jade said: “The process was pretty straightforward. The only thing we were worried about was that it was only live for the UK, and then two days ago, it went worldwide.
“We were just scared that obviously an investor was going to come in that isn't from Liverpool and then take it for their collection. We just want it for the city really and the fans, so they can see it.”
The Arc Hotel on Anfield Road
The Arc Hotel on Anfield Road(Image: Colin Lane/Liverpool Echo)
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Despite paying a lot more than the original listing price, Jade is delighted. She said: “I think it was (originally listed for) only £30,000. But as I say we went a bit higher than that. It was sold at £115,000 but then with VAT we ended up paying £134,000.
“It was such a surreal feeling. We were like, ‘has it really happened, have we got it?’ But all the team were just ecstatic. The community, the local people that live in the area, they're just all ecstatic as well.”
Jade said that the sign will be in The Arc on matchdays but on other occasions will be visible within the club’s official museum. She said: “We want to keep it in the hotel so our guests can take pictures and what not. But that's only on match days. When there's no match, we will loan it to the museum, so everyone can go and see it.”
Jade is the director of The Arc Hotel
Jade is the director of The Arc Hotel(Image: Supplied)
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Jade said the acquisition of the sign fits in with wider efforts of the hotel. The Arc recently welcomed Sir Kenny to see his mural and have an event with former Liverpool captain Mark Wright this Saturday. The wider business has other hotels in the city too.
The Arc Hotel has been inundated with messages since announcing the news last night. Jade said: “Everyone's asking if they can come and see it. The payment has gone over and we’re ready to collect it. It should be in the hotel by the end of the week.
“It's great for the business. We got an extra 500 followers on our Instagram. It's good for all the supporters' clubs - they have reached out to us now, which is great. We appreciate everyone's support. We're doing this for the people, for Liverpool fans, for everyone.”