Liverpool hope to give new life to their plans to build a 60,000-seat stadium by bringing in new investors before the end of the season.
With plans to move to a new stadium in Stanley Park currently on hold, the Reds have begun the search for new funding to bring them back on track.
Managing director Christian Purslow told Spanish sports daily newspaper AS:
"When I arrived we agreed with the owners that we had to look for new investors.
"There are interested parties and I would like to get it sorted out before the end of this season. Without investment there won't be a new stadium."
But if they do not find new investment Liverpool will look to try to compete with their rivals by remaining at Anfield.
He added: "That's plan B: run the club in the most responsible way possible.
"We are generating a healthy profit and meeting our obligations, while remaining competitive in the transfer market and with the wages we are paying."
Purslow has reassured star players Fernando Torres and Steven Gerrard not to worry about the club qualifying for the Champions League next season.
Liverpool, currently fifth in the Premier League and in the latter stages of the Europa League, are confident of keeping their prize playing assets.
Purslow said: "We will be in the Champions League, for sure. We are not a selling club."
He also dismissed continued speculation linking manager Rafael Benitez moving to Juventus in the summer.
Purslow said: "We have not considered, nor are we going to consider, a future without Benitez.
"The plan calls for five years of stability in the coaching staff and the (playing) staff. "It is normal that big clubs are interested in Rafa. The coach himself has denied (the rumours linking him to Juventus)."
