Liverpool football club are celebrating the appointment of Jurgen Klopp as the new manager by renaming all the stands in honour of the changing ethos of the club.
The Kop is obviously being renamed to the Klopp.
But the other stands are somewhat more controversial.
The Centenary Stand is now to be names the 'Century Until We Win The League' stand in what is being called a piece of painful sporting realism by some but cruel and divisive by others.
The Main stand is to be renamed 'The Pain' stand, said to be representative of not only what Liverpool fans have been through since the formation of the Premier League, but the expected eternity of hope dashed by mediocrity in the teams players and playing style.
The final stand, the Anfield Road stand, is said to undergo the most radical change by being named the 'Goodison Park' Stand. Goodison Park is, of course, the home of rivals Everton.
Head of Branding at Liverpool, Ash Kennedy, said 'This may seem an unorthodox choice, but it is done for a very good reason.'
'We believe it will motivate both the players and the fans to perform at the level of the local Merseyside derby at every game. The derby is historically a tense game where Liverpool attempt to play at their very physical limit.'
'If we can inspire that in every game, we believe success may finally return to our club.'
The rebranding is to begin in the coming weeks with signage and new corporate literature being printed at this moment.
