Liverpool ditch Nike for £50m Adidas bumper kit deal
Liverpool will part ways with Nike and reunite with Adidas in a new kit supplier deal worth £50 million per year, according to SportBusiness.
The five-year deal will start running in the 2025/26 season. It marks a return for Adidas, who kitted out the Reds from 1985-1996 and 2006-2012.
Adidas emerged victorious following a competitive tender process, edging out incumbent Nike and rivals Puma.
Nike secured their current deal with the Reds after a court battle with New Balance. Nike pays Liverpool a base fee of £30 million, supplemented by royalties, bringing the total closer to £50 million.
It may not reach the record-breaking £90 million Manchester United receives from Adidas, but the new deal is a major financial boost for Liverpool.
This aggressive move by Adidas comes after losing the prestigious German FA kit sponsorship to Nike.
The sportswear giant appears determined to bolster its portfolio. They already recruited Liverpool defender Trent Alexander-Arnold for a lucrative boot deal signed in November last year.
Adidas managed to snag the England international from Under Armour, where he was pretty much the sole representative at the top level.
Adidas has now added his boyhood club to their illustrious portfolio, and they are not done. The French Football Federation (FFF) is also expected to be a target in the ongoing battle for kit supplier supremacy.
For Liverpool, this deal marks a smoother transition compared to the previous one.
In 2020, the club was embroiled in a legal dispute with New Balance, who claimed a right to match Nike’s offer. The judge ultimately ruled in favour of Liverpool, citing Nike’s superior marketing clout through athletes like LeBron James.
The return of Adidas adds another chapter to Liverpool’s rich history with the brand. Fans can look forward to seeing the iconic three stripes back on the famous red jersey starting from the 2025/26 season.