Report: Adidas to Outfit Liverpool in £75M Deal | OneFootball

Liverpool’s Kit Deal with Adidas: A Lucrative Leap into the Future

Adidas Rekindles a Historic Partnership

Liverpool are on the brink of a significant transformation in its sports apparel identity by transitioning back to Adidas for the 2025/26 season. Having previously adorned the Adidas emblem during two previous periods—from 1985 to 1996 and then from 2006 to 2012—this deal marks a nostalgic yet forward-looking step for the club. The agreement, set to initiate in the summer of 2025, ends the current association with Nike, which commenced in 2020.

A Financial Boost for The Reds

Liverpool’s impending partnership with Adidas isn’t just a change of logo on their kits but a substantial enhancement to their financial books. As the Liverpool Echo report the finances are expected to match Arsenal’s lucrative £75 million per season arrangement with Adidas, Liverpool finds itself propelled into the ‘elite team’ category. This status is not merely a testament to their historical and current prowess but also a strategic alignment with Adidas’s market positioning, especially after their recent split with the German national team.

Fan Expectations and Market Impact

The switch back to Adidas has stirred a blend of nostalgia and excitement among fans. Enthusiasts of the club look forward to high-quality, retro-inspired kits that hark back to eras of notable triumphs. Beyond the aesthetic and sentimental values, this deal is a commercial powerhouse, likely increasing Liverpool’s earnings substantially over the current £50 million generated through Nike, considering the royalties involved.

Strategic Moves in Sportswear Sponsorship

The tussle for Liverpool’s allegiance was not without competition. Nike showed a keen interest in continuing their relationship with Liverpool, underscored by their robust marketing and global distribution networks that significantly benefited the Reds. Puma also threw its hat in the ring but failed to offer a compelling deal. Adidas’s aggressive strategy, possibly spurred by their recent losses, including the German national team’s contract, was influential in swaying Liverpool’s decision towards the German sportswear giant.

Photo: IMAGO

Our View – Anfield Index Analysis

The return to Adidas can be seen as a homecoming to a partner with whom we’ve shared some of the brightest chapters in our club’s history. This deal is not just about wearing a new/old badge; it’s about embracing a shared future with a partner that understands the ethos and the essence of Liverpool Football Club.

The financial aspect of the deal is particularly exciting. The promise of £75 million per season puts us in a formidable position to boost our squad, invest in club facilities, and further our youth development programs. Moreover, being recognised as an ‘elite’ club by Adidas not only enhances our stature but also our bargaining power in the global sports merchandise market.

However, beyond the numbers, this partnership is about identity. Adidas kits from past eras are iconic, woven into the fabric of what made many of us fall in love with Liverpool.