Liverpool in line to make 'more than £60m a season' with new adidas kit deal worth twice as much as Nike contract

According to The Times, Liverpool will officially part ways with Nike and begin a fresh partnership with Adidas next summer after spending five years with the American sports behemoth. This new deal is expected to provide a considerable financial boost, likely doubling the income generated from their current contract for the next five years. While the exact value of the Adidas contract remains difficult to pin down, it will be heavily influenced by performance incentives tied to shirt sales and the team’s success on the pitch.

Under the current terms of the Nike deal, Liverpool are set to pocket a guaranteed £30m ($38m) per year, alongside a 20% royalty on the net sales of club merchandise. Nike's strategy to boost Liverpool’s global brand recognition also included leveraging their high-profile roster of ambassadors, including NBA star LeBron James, as well as tennis legend Serena Williams and rap sensation Drake. It is believed that the influencer-backed promotions helped elevate the overall value of the deal, with annual earnings from Nike rising to approximately £60m ($77m).

Liverpool's new Adidas deal will place them among the top earners in terms of kit sponsorships, putting them in a competitive position with other Premier League powerhouses. Arsenal, Manchester City, and Chelsea currently enjoy kit deals ranging from £60m ($77m) to £65m ($84m) per season, while Manchester United leads the pack with a record-breaking £90m ($116m) annual deal from Adidas.

This will not be the first time Liverpool have donned Adidas gear. The club have a rich history with the German sportswear brand, having previously partnered with them from 1985 to 1996 and again from 2006 to 2012. Adidas has now successfully fended off competition from both Nike and Puma to secure this new agreement, which brings the two organisations back together in what is expected to be one of the most financially rewarding kit deals in Premier League history.