Anfield club overtake Manchester United with deal with Boston-based company Warrior Sports, as Adidas lose out on fourth biggest replica shirt sales in football
The switch doubles the £12m deal the club currently has with Adidas, who opted not to match the offer of the American company which is a subsidiary of New Balance, and also surpasses the previous £23.3m-a-year British record paid by Nike to Manchester United.
With the Merseyside club set to miss out on the Champions League – and the substantial revenue the competition brings – for a second successive season, concerns have been raised as to how reinvestment in the side would be funded, with almost £60m spent on the acquisitions of Luis Suarez and Andy Carroll in January.
Warrior Sports, who are prominent in the lacrosse world, will take over production of Liverpool shirts in time for the 2012/2013 season, with the agreement believed to a be a long-term contract.
According to PR Marketing, a German company, Liverpool are the fourth biggest shirt sellers in football behind Real Madrid, Manchester United and Barcelona, with approximately 900,000 replica jerseys sold annually.
The news will come as a major blow to Adidas, but is a continuation of owners Fenway Sports Group's business policy, with their baseball team the Boston Red Sox also recently announcing a long-term contract with New Balance.