In an exclusive reveal from SportsBusiness, Liverpool FC are close to announcing a new kit deal with Adidas, marking a significant reunion between the two companies after a 13-year break.
The deal is set to start from the 2025/26 season and extend for five seasons until 2029/30, potentially reshaping the club’s commercial landscape and visual identity on the global stage.
After an extensive tender process, Adidas emerged as the winner, beating out competition from the established Nike and rival Puma.
This decision signals a strategic shift for Liverpool, a club known for its historic successes and global fan base, as it looks to maximize its commercial partnerships.
Since the 2020-21 season, Nike has acted as Liverpool’s supplier, a deal that came about after a legal dispute with New Balance, the previous supplier.
Despite Nike’s marketing prowess and sales prowess, the financial terms of the deal caused a stir in the industry.
With a base fee of Β£30m per season, Liverpool’s earnings from the agreement are below the standards of other top clubs.
In particular, the upcoming partnership with Adidas is expected to result in a significant increase in sales for Liverpool, exceeding the financial benefits of the Nike deal.
π½πππΌππππ: Liverpool FC is ready to announce a new kit deal with Adidas, starting with the 2025-26 season!
[Sports Business] pic.twitter.com/bbi7HDJBnQ
β Anfield Sector (@AnfieldSector) April 23, 2024
While exact figures have not yet been disclosed, insiders suggest that the new agreement will c. will overshadow. The Nike contract will generate an annual amount of Β£50 million.
However, it is expected to fall short of the league record set by Manchester United, who reportedly receive Β£90m per season from Adidas.
Adidas’ appeal goes beyond financial incentives, as the German sportswear giant has a long history of working with legendary football clubs and athletes around the world.
For Liverpool, reuniting with Adidas is more than just a commercial venture; It symbolizes a return to tradition and heritage, evoking nostalgia among fans who fondly remember the club’s previous partnership with the brand.
During their previous collaboration, Liverpool enjoyed considerable success both domestically and in European competitions, a legacy that Adidas aims to revive through innovative kit designs and strategic marketing campaigns.
The partnership has huge potential to strengthen Liverpool’s brand visibility and commercial appeal, particularly in key markets in Europe, Asia and the Americas.