Liverpool managing director Ian Ayre has reassured fans the club will not follow in the footsteps of the likes of Newcastle by selling the naming rights of Anfield.
The Magpies joined the increasing number of clubs who have renamed their stadiums by dumping their renowned "St James Park" for "Sports Direct Arena".
Arsenal and Manchester City are among the top clubs who have made the switch as the lucrative sponsorship deals proved too tempting to turn down.
But Ayre insists Liverpool will not go down that road due to the history and tradition of Anfield.
"We have no intention of exploring naming rights for Anfield," he was quoted as saying in The Daily Mirror.
"It has been a name deeply ingrained in our ground and our club for more than 100 years and I can't imagine any Liverpool fan calling the current stadium anything else.
"That's different in a new stadium as it's a new start and a new proposition, and we are actively talking to potential naming partners for a new stadium [if that happens], but we have never considered renaming our spiritual home of Anfield."
The Reds are currently sixth in the Barclays Premier League and play Chelsea on Sunday.
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