Finance Expert Confirms Liverpool’s Adidas Deal Could Exceed £100 Million | OneFootball

Liverpool’s Adidas Deal: A Financial Analysis That Exposes the Real Value

Liverpool Football Club has officially announced a multi-year agreement with Adidas for its kit sponsorship, marking the return of the German sportswear giant for the first time since 2012.

On the latest episode of Money Talks on Anfield Index, I delved into the financial details of the deal, separating fact from speculation. Many outlets have suggested that Liverpool’s deal with Adidas is worth £60 million per season, but based on the numbers, that figure is wide of the mark. The reality? This deal could easily exceed £100 million annually, potentially even reaching £120 million.

For supporters, this is more than just a commercial decision—it’s a return to a brand that has long been associated with Liverpool’s identity. But from a financial perspective, the implications of this Adidas agreement are massive.

Breaking Down the Adidas Deal’s True Worth

Reports have widely suggested that Liverpool’s new Adidas deal will bring in £60 million per year, but history tells us otherwise. Let’s look at what happened when Nike took over from New Balance in 2020.

At the time, Liverpool’s New Balance deal was believed to be worth £45 million per season. However, court proceedings between New Balance and Liverpool later revealed that in 2018-19, the deal was actually worth £64 million, based on 1.8 million kits sold. The following season, after Liverpool won the Champions League, kit sales surged 59%, which would have pushed that figure even higher—likely closer to £75 million or more.

When Nike took over, the deal was structured differently. A guaranteed £30 million per season was supplemented by 20% of all kit sales revenue. Based on the sales figures and analysis I conducted at the time, Nike’s deal was bringing in £80-90 million per season, making it one of the most lucrative in world football.

With Liverpool’s kit sales among the highest in football, Adidas had to offer something extraordinary to convince the club to move away from Nike. It’s why Nike didn’t even try to match Adidas’ offer. Instead, they walked away. That tells you everything you need to know about the true scale of this deal.

Why Adidas Was Desperate to Land Liverpool

For Adidas, this deal was about more than just signing Liverpool—it was about revenge on Nike.

Recently, Nike snatched the German national team kit deal from Adidas, breaking a partnership that had existed for decades. For Adidas, a German brand, losing their own country’s kit deal was a huge blow. They needed to strike back, and Liverpool was the perfect opportunity.

Adidas went big. The offer they put on the table was so substantial that Nike refused to compete. They knew they’d lose a massive club, but the numbers simply didn’t make sense for them to push further.

Liverpool’s engagement with supporters is among the highest of any club worldwide. While other clubs might claim massive followings, Liverpool’s global fanbase actively buys shirts at a rate comparable to Real Madrid and Barcelona. Adidas knows this and built the financial package accordingly.

How This Deal Compares to Rivals

Liverpool’s agreement with Adidas will comfortably outperform Manchester United’s new Adidas deal, which is set at £90 million per season. However, there’s a key clause in United’s deal—failure to qualify for the Champions League results in a £10 million deduction per season.

If United continues to struggle, their deal could drop to £80 million next season and £70 million the year after. The worst-case scenario? If they stay out of the Champions League for an extended period, their Adidas deal could plummet to £40-50 million per season—a humiliating drop for a club that once dominated commercially.

Meanwhile, Arsenal’s Adidas deal is worth £75 million per season, while Manchester City’s deal with Puma is in the range of £60-65 million. Chelsea’s Nike deal sits at £60 million, while Tottenham’s deal lags behind at £30-40 million.

That puts Liverpool firmly at the top of the Premier League in terms of kit revenue. The only clubs worldwide earning more are Real Madrid and Barcelona, which is exactly where Liverpool belongs.

What This Means for Liverpool’s Future

The Adidas agreement is a game-changer for Liverpool’s financial strength, with revenue exceeding £100 million per season. That will provide a huge boost to Liverpool’s transfer budget, allowing the club to compete at the highest level in the market.

The commercial team deserves credit for negotiating an exceptional deal—one that will secure the club’s long-term financial future.

This is more than just a sponsorship switch. Liverpool and Adidas are back together, and the figures show that this deal is as much about ambition as it is about nostalgia.

The new kits will arrive in August 2025, and by then, Liverpool may well be champions of England again. If that happens, expect kit sales to explode, pushing revenue even higher.

Make no mistake: Liverpool’s Adidas deal is the biggest and most lucrative in the Premier League. It’s a partnership built on history, but more importantly, it’s one that will shape the club’s financial future for years to come.