'This Is Anfield' sign fetches £115k at auction
What Happened
The original “This Is Anfield” sign that hangs over the tunnel at Liverpool’s stadium fetched £115,000 at auction, according to the BBC. The hammer price was almost eight times the guide price of £15,000 that the auction house had estimated, auctioneer Budds said.
A Piece of Anfield History
The wooden board bearing the words “This Is Anfield” was installed in 1972 after legendary manager Bill Shankly rejected a friendlier “Welcome To Anfield” in favour of a statement he felt would both remind his players of their identity and intimidate visiting teams. Shankly explained that the sign was meant to remind Liverpool players who they represented while acting as a form of intimidation for opposition sides as they walked out onto the pitch, per the BBC report.
A groundsman originally suggested the idea to club secretary Peter Robinson, and Shankly later amended the wording to the now‐iconic phrase, the BBC notes. From its installation the sign has been a ritual focal point: Reds traditionally reach out to touch the board as they pass through the tunnel before every home match.
During the club’s early European successes, the sign stood above the tunnel for Liverpool’s first two European Cup triumphs in 1977 and 1978, according to the same source. Photographs from that era show new signings such as Alan Hansen, Kenny Dalglish and Frank McGarvey posing with the board after joining the club between 1977 and 1979, a detail Budds highlighted.
From the Tunnel to a Hotel in the Isle of Man
The sign was removed in the 1970s. It was given to Ronald Wilson, a former member of Liverpool’s boys’ team, the BBC reports. Wilson’s family displayed the board in a hotel on the Isle of Man for more than two decades. Former player Roy Evans, who managed Liverpool between 1994 and 1998, is said to have handed the sign to Wilson, according to the auction house’s statement.
The Auction
The auction, conducted by a specialist sports memorabilia house, attracted significant interest. When the gavel fell, the sign sold for £115,000, far exceeding the £15,000 guide price, Budds confirmed. The auctioneer described the result as “almost eight times the estimated guide price,” emphasizing the board’s cultural and sentimental value to Liverpool supporters.
Reactions from the Liverpool Community
Former defender George Scott recalled Shankly’s intent, saying the manager wanted any opposition player passing beneath the sign to know they were “going into a cauldron and they weren’t going to come out with a win,” as quoted in the BBC article. The quote underscores how the sign has long been viewed as a psychological weapon as well as a badge of identity.
Former players and fans expressed admiration for the price achieved, noting that the board represents a tangible link to the Shankly era and the club’s early European glory. While the BBC did not publish a direct comment from current Liverpool officials, the auction outcome was widely reported as a testament to the enduring allure of Anfield’s traditions.
Why It Matters
The sale illustrates how football memorabilia can command high values when it embodies a club’s heritage. The “This Is Anfield” sign is more than a decorative piece; it is a symbol of the identity that Bill Shankly forged in the early 1970s and a ritual that continues to unite players and supporters. Its presence during Liverpool’s first European Cup victories and its association with iconic figures such as Dalglish and Hansen deepen its historical significance. The auction price therefore reflects not only market demand but also the emotional weight the sign carries for generations of Reds fans.
Frequently Asked Questions
What was the final hammer price for the original “This Is Anfield” sign? The sign sold for £115,000, almost eight times its £15,000 guide price, as reported by the BBC.
Who originally owned the sign before it went to auction? The board was removed in the 1970s, given to former boys’ team member Ronald Wilson, and displayed in an Isle of Man hotel for more than 20 years, according to the BBC.
Why did Bill Shankly choose the wording “This Is Anfield”? Shankly wanted a statement that would remind Liverpool players of who they represented and intimidate visiting teams, a purpose he explained when the sign was installed, per the BBC report.
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