Liverpool managing director Ian Ayre has questioned the value of stadium naming rights.
Ayre was discussing Manchester City's deal for Etihad stadium.
He told the Independent: "It hasn't happened anywhere in Europe where a football club has renamed its existing stadium and it's had real value.
"It was called the City of Manchester Stadium or Eastlands for the last nine years and now it's going to be called something else - and someone has attached a huge amount of value to that.
"I find that odd because there is no benchmark in football that says you can rename your stadium and generate that amount of value. Mike Ashley tried it at Newcastle [sportsdirect.com@St James' Park]. But nobody calls it that and it doesn't have that kind of value."
