Herzog and de Meuron, swiss architects were the designers of the Allianz and Olympic stadium, known for being very innovative with materials, particularly in relation to a building's skin. Would be great if they were the designers as we might end up with a stadium not only known for Liverpool, but also known based on its design excellence, whilst a lot of stadiums are not as they are more or less just takes on a stock-standard stadium type design.
Of course what really matters is the inside atmosphere but I'm sure the promise of good design and a recognizable image of the stadium was important in luring potential naming rights partners.