Liverpool Secure Lucrative Adidas Deal | OneFootball

Lucrative Adidas Partnership Set to Boost Liverpool’s Global Standing

Liverpool have secured a significantly enhanced kit deal, reaffirming their position among football’s elite. With the club back in the Champions League and contending for the Premier League title, negotiations were always expected to lean in their favour.

Under their existing contract with Nike, Liverpool receive a £30 million flat fee per season, complemented by a 20 per cent royalty on net merchandise sales—pushing annual earnings beyond £60 million. The precise length and financial uplift of the new Adidas deal remain undisclosed, but it will likely follow previous five-year agreements with Nike and New Balance. The deal’s total value will be influenced by Liverpool’s on-field success and global merchandise sales.

Comparing Liverpool’s Kit Deal to Rivals

Despite their struggles on the pitch, Manchester United currently hold the record for the highest Premier League kit deal, signing a decade-long partnership with Adidas worth approximately £900 million in July 2023. This equates to £90 million per season, with performance-related clauses potentially impacting the final figures.

UEFA’s latest European Club Finance and Investment Landscape report placed Liverpool and Manchester United side by side for 2023-24 in terms of kit and merchandise revenue. Both clubs generated €146 million (£122.6 million) last season, ranking behind only Barcelona (€171 million), Bayern Munich (€171 million), and Real Madrid (€196 million)—whose Adidas deal remains the most lucrative, valued at £102 million per year.

Liverpool’s agreement is expected to align closely with those of their direct competitors. Manchester City’s current 10-year deal with Puma, valued at £650 million (£65 million per season), and Arsenal’s eight-year contract with Adidas, worth £600 million (£75 million per season), set the benchmark. The new Adidas partnership ensures Liverpool remain financially competitive in this space.

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Adidas Gains an Elite Partner in Liverpool

For Adidas, this agreement marks a significant coup, securing a deal with the Premier League’s title contenders while simultaneously pulling a major club away from long-time rivals Nike. The German sportswear giant already supplies kits for Real Madrid, Bayern Munich, Juventus, Arsenal, and Manchester United—adding Liverpool further cements their dominance in the market.

A statement from Adidas expresses enthusiasm about rekindling their relationship with Liverpool, having previously partnered between 1985-1996 and 2006-2012. Moreover, several Liverpool first-team stars—including Mohamed Salah, Trent Alexander-Arnold, Curtis Jones, Darwin Núñez, Alexis Mac Allister, Diogo Jota, Luis Díaz, and Ryan Gravenberch—already have endorsement deals with Adidas. The new arrangement is likely to strengthen those commercial ties further.

Delayed Start to the Partnership Raises Questions

Interestingly, Liverpool’s Adidas deal will commence on August 1, 2025, rather than the more typical June start date. This contrasts with Aston Villa’s recent switch from Castore to Adidas, which was finalised in June despite the kit launch occurring in late July.

A likely explanation is that Liverpool’s existing Nike contract played a role in the delayed transition. Nike’s five-year deal was initially set to begin in June 2020 but was postponed due to the pandemic, allowing Liverpool to finish the 2019-20 campaign in New Balance gear before switching brands. Consequently, the new Adidas agreement means Liverpool will wear their current Nike kits during pre-season before the official switch takes place just two weeks before the 2025-26 season kicks off.

What This Means for Liverpool’s Commercial Future

Liverpool’s commercial growth continues to accelerate, with the latest financial reports revealing a £36 million increase in revenue, taking the club’s total commercial earnings to £308 million. Key partnerships with UPS, Google Pixel, Peloton, and Orion Innovation—alongside extensions with Kodansha and Carlsberg—have bolstered the club’s financial standing.

Retail sales have also soared, achieving record-breaking figures across Liverpool’s seven global locations, including a new store opening in Dublin. The Adidas deal aligns perfectly with this upward trajectory, offering another avenue for revenue expansion.

Potential Impact on Liverpool’s Transfer Strategy

Financially, the Adidas deal strengthens Liverpool’s position in the transfer market. More revenue provides greater flexibility for squad reinforcements, an area set to be a priority under new head coach Arne Slot.

Recent transfer windows have been relatively quiet, but Slot has indicated that plans are in motion to address key positions this summer. The club’s ability to maximise revenue streams remains vital in ensuring continued competitiveness at the highest level.

Kit Release Date Confirmed

Liverpool and Adidas will unveil the new home and away kits through official channels, with sales commencing on August 1, 2025. Fans will eagerly anticipate the designs as Liverpool embarks on a new chapter with one of football’s most iconic brands.