Liverpool are going to work with German sportswear giant Adidas on a multi-year clothing contract beginning next season. The Reds’ current contract with Nike extends through the end of the 2024-25 season.
The Reds were in talks with a variety of manufacturers early this year, including Nike and Puma, but as SportBusiness first revealed in April, they are expected to return to Adidas, with whom they last teamed in 2012.
On Tuesday evening, reports came from Germany, where Liverpool will face RB Leipzig in the Champions League tonight, with the new deal being believed to be worth £60 million annually.
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The Reds have made a lot of money from their Nike partnership. The £30 million per year guaranteed payment also includes a 20% split in proceeds from the sale of club and Nike apparel. It was a move that more than doubled the guaranteed sum, and it was this capacity to better service the global market that drove Liverpool to the High Court in 2019 to get out of a contract with former kit partners New Balance.
The terminology used in reports about the potential worth has been’more than’ £60 million per year. In actuality, it is likely to be far higher.
The Reds understand the importance of kit partnerships in the Premier League, as other major deals have been done in previous years. Arsenal receives £75 million per year from Adidas, whereas Manchester United signed a 10-year contract with Adidas for a reported £90 million per year, with restrictions that might see that figure cut depending on on-field success, or lack thereof.
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