Original 'This Is Anfield' Sign Sells for £149,500 at Auction
The original 'This Is Anfield' sign from Bill Shankly's era was sold at auction for £149,500, far exceeding estimates, and will return to Anfield to be displayed near the stadium.
One of the most iconic items in Liverpool's history is returning to the city. The original "This Is Anfield" sign, which hung in the players' tunnel during the tenure of legendary manager Bill Shankly, was sold at an auction for £149,500 including fees and taxes—far exceeding early estimates.
Auction and Record Sale
First installed in 1972, the sign was initially estimated to sell for just £10,000 to £15,000. However, intense interest from global collectors drove the price up, with the winning bid reaching £115,000 before commissions and taxes.
"I am stunned, to be honest. I have been involved in auctions for almost 40 years and this is definitely one of the highlights," said David Convery, head of sporting memorabilia at Budds auction house.
The anonymous buyer was later revealed to be an investor at the Arc Hotel, located on Anfield Road close to the stadium. The hotel plans to display the item to Liverpool fans, with the unveiling scheduled before the home match against Manchester City on October 11.
History of the Iconic Sign
Shankly insisted on the wording "This Is Anfield" after an earlier proposal suggested "Welcome To Anfield," which he considered too friendly. The sign was meant to remind Liverpool players of who they represent and to intimidate opponents.
In 1979, following renovations to the tunnel area, the damaged sign was replaced. Roy Evans, then a member of the coaching staff, gifted it to his friend Ron Wilson. The sign was eventually authenticated through photographic comparisons from the 1970s, confirming its presence during Liverpool's early European Cup victories.
