Taylor Swift’s Eras Tour came to an end in Vancouver, Canada, this past weekend, with the global superstar performing three sell-out nights at Anfield Stadium this summer

Anfield is set to be transformed into a concert venue next summer as it plays host to four world-class artists over six separate nights. Bruce Springsteen and The E Street Band, Dua Lipa, Billy Joel, and Lana Del Rey are all set to take the stage at the home of Liverpool FC.

This move is part of FSG’s strategy to maximize the potential of Anfield, with the redevelopment of the Main Stand in 2017 and the Anfield Road End last year being key symbols of this plan. Last summer, Anfield was graced by the presence of pop superstar Taylor Swift who performed three sell-out nights, followed by two dates from American pop icon, Pink.

Swift’s Eras Tour, which wrapped up last weekend in Vancouver, Canada, has been phenomenally successful, grossing almost $14m per show according to New York Times data. This proved lucrative for Liverpool too, making summer concerts a likely regular fixture moving forward.

Anfield was one of around a dozen sports-team owned venues to feature in Swift’s global tour, with only the Rogers Center in Toronto, and the SoFi Stadium in Inglewood, California hosting more shows.

Swift’s three-night stint at Anfield likely netted Liverpool FC around $9m to $12m, although the exact figures can fluctuate due to regional variations in ticket pricing, with US prices typically higher. The Reds received a rental fee for their iconic stadium from promoters AEG, and could have raked in up to $1.5m per night from merchandise sales alone, based on averages from Swift’s 149-date tour.

The final tally wasn’t known until after the last concert, once all merchandise and ticket sales were accounted for. Some clubs also offer their own hospitality packages for these events, providing another revenue stream.

According to the Wall Street Journal, the average show on Swift’s Eras Tour generated around $10m in ticket sales, with larger venues pulling in slightly more, and smaller ones a bit less. Interestingly, Swift didn’t engage in dynamic pricing, where ticket prices increase over time, a practice that Oasis’ promoters were criticized for earlier this year.

Taylor Swift performed at Anfield earlier this year (Image: Iain Watts/Liverpool Echo)
A new report from Turley Economics has shed light on the incredible impact of hosting world-class musicians at Anfield, revealing a financial windfall of $40m for the local economy and the creation of thousands of jobs for Liverpool residents. Since 2019, seven top-tier artists have held 11 concerts at Anfield, attracting nearly half a million visitors to the iconic stadium.

Just this summer, close to 250,000 fans flocked to see Swift conquer Anfield with her Eras tour and Pink dazzle during her Summer Carnival 2024. Liverpool’s chief commercial officer Ben Latty, speaking exclusively to the Liverpool ECHO, underscored the benefits: “We had roughly 250,000 people that came to those concerts and I think you just have to think about what that does for the city and the local economy.”

“It was really apparent that these were people that were coming into the city to stay in the hotels, eat in the restaurants, make use of the local transport links, etc. I just think it’s amazing for us to be able to bring those events to the city.

“I actually think that’s a responsibility as well to try and bring these huge ‘Class A’, should we say, acts to the city of Liverpool and continue to make Liverpool famous for what it is famous for, which is music and being the sort of the centre of entertainment in certainly in the UK, perhaps even in Europe.”