How Much Is Liverpool’s New Adidas Partnership Really Worth? | OneFootball

Liverpool’s Kit Deal with Adidas: A Historic Return to Anfield

Liverpool Football Club has officially announced a landmark partnership with Adidas, bringing the iconic three stripes back to Anfield from the 2025/26 season. This agreement, which follows a competitive bidding process, signals a major shift in the club’s commercial strategy and represents a significant financial boost.

Adidas and Liverpool’s Legacy

Adidas and Liverpool share a rich history, with two previous partnerships leaving an indelible mark on the club’s identity. The German sportswear giant first supplied Liverpool kits between 1985 and 1996, a period that saw the club claim three league titles, two FA Cups, and multiple domestic trophies. Some of the most memorable Liverpool kits from that golden era remain fan favourites today.

The second Adidas stint ran from 2006 to 2012, coinciding with a dramatic FA Cup final victory in 2006 and an appearance in the 2007 Champions League final. During these years, Liverpool produced some of their most recognisable kits, many of which are still cherished by supporters.

Now, Adidas returns for a third chapter, marking the end of the club’s current five-year partnership with Nike.

Financial Impact of the New Deal

Liverpool’s deal with Adidas represents a major financial upgrade. The club’s current agreement with Nike provides a base fee of approximately £30 million per season, supplemented by 20% royalties on net merchandise sales. According to UEFA, Liverpool generated an impressive £122.8 million from their Nike deal during the 2023/24 season.

However, the Adidas partnership is set to more than double the base annual fee, reportedly exceeding £60 million per season. Additionally, the deal is expected to include revenue-sharing provisions, ensuring Liverpool benefits significantly from merchandise sales. While specific royalty percentages have yet to be disclosed, reports suggest they could surpass the 20% Nike currently offers.

Competitive Bidding and Adidas’s Premier League Expansion

Securing Liverpool’s kit deal is a strategic victory for Adidas, which faced stiff competition from Nike and Puma. This move bolsters the brand’s presence in the Premier League, adding Liverpool to a portfolio that already includes Manchester United and Arsenal.

Liverpool’s commercial appeal continues to grow, making them an attractive prospect for major brands. With a global fanbase and consistently strong merchandise sales, the club remains one of the most marketable teams in football. The switch to Adidas is expected to drive further demand for Liverpool kits, particularly among supporters who have fond memories of past Adidas designs.

Release Date and Kit Launch Plans

The Adidas partnership officially begins on July 1, 2025, with the first kits set to be released immediately as the contract takes effect. Liverpool and Adidas have confirmed that further details regarding the home and away kits will be revealed closer to the launch. The kits will be available for purchase from August 1, 2025, aligning with the pre-season period when clubs traditionally unveil their new designs.

This deal marks a return to tradition while securing Liverpool’s commercial strength for the future. With Adidas back in the fold, fans can expect a blend of nostalgia and innovation in the club’s upcoming kit designs.