The original “This Is Anfield” sign that once hung inside Liverpool’s famous stadium tunnel has been sold at auction for a record-breaking total of £149,500.
The winning bid reached £115,000, nearly eight times the £15,000 guide price, before commission and VAT pushed the final amount higher. Auction house Budds said the result set a new record for an interior sign from a UK sports stadium.
The sign became one of the most recognisable features of Anfield after Liverpool manager Bill Shankly introduced the wording in 1972. An earlier proposal reportedly read “Welcome To Anfield”, but Shankly considered that message too welcoming for visiting teams.
Positioned above the tunnel leading to the pitch, the sign was designed to strengthen Liverpool players’ sense of identity while creating an intimidating atmosphere for their opponents. Touching the sign before walking onto the pitch later became a well-known tradition among Reds players.
The original version remained at Anfield during a defining period in Liverpool’s history, including the club’s first two European Cup triumphs in 1977 and 1978. Players such as Kenny Dalglish, Alan Hansen and Frank McGarvey were also photographed with it after joining the club in the late 1970s.
After being removed from the stadium, the sign eventually came into the possession of Ronald Wilson, a former member of Liverpool’s boys’ team. Former player and later manager Roy Evans was reported to have given it to Wilson.
Wilson’s family displayed the piece at the Rutland Hotel in Douglas on the Isle of Man between 1979 and 2000. It was subsequently passed down to his children and later hung in his son’s office until his retirement in early 2026.
Budds said the combination of the sign’s history, its connection to Shankly and its status within Liverpool culture helped drive exceptional interest during the auction.
Its £149,500 final price now places the historic Anfield landmark among the most valuable pieces of British football stadium memorabilia sold at auction.