The original "This Is Anfield" sign, a famed piece of Liverpool FC history, has been sold for £115,000 at auction. The sale price soared past its estimated guide price of £15,000, achieving almost eight times that figure, according to auctioneer Budds.
With commission and VAT, the final amount paid for the iconic tunnel fixture reached £149,500. Budds confirmed this marks a record price for any UK sports stadium interior sign.
The sign, which traditionally hangs above the passage to the pitch, was chosen by legendary manager Bill Shankly in 1972. Shankly reportedly intended it to remind Liverpool players of their representation and to intimidate visiting teams. Former Reds player George Scott stated Shankly wanted opposition players to know they were "going into a cauldron and they weren't going to come out with a win."
The original sign was removed in the 1970s and given to Ronald Wilson, a former member of the club's boys' team. His family displayed it in an Isle of Man hotel for over two decades before it was later displayed in his son's office until early 2026. The identity of the new owner remains unknown.