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Liverpool are set to ditch Nike to renew marriage with popular German brand 13 years since parting ways.
Liverpool FC is set to make a significant return to wearing Adidas kits next season, marking the end of a 13-year absence from the brand.
The club has secured a ground-breaking deal with the German sports manufacturer, valued at over £60 million per year, making it the largest kit sponsorship agreement in Liverpool’s history. This move comes as their contract with Nike concludes this summer.
Adidas will now take the reins, following Liverpool’s partnerships with various brands, including Warrior and New Balance.
The club’s previous deal with Nike was initially worth around £30 million annually but often exceeded £50 million due to performance-related bonuses.
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The new contract with Adidas is expected to bring a £15 million increase in base payment, enhancing Liverpool’s financial standing.
While the exact terms of the deal are not fully disclosed, there is speculation regarding potential clauses related to Champions League qualifications.
Such clauses have become more common in football sponsorship deals, adding a layer of performance incentive for clubs.
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Adidas is keen to bolster its presence in the Premier League, especially after losing its contract with the German national team.
This agreement not only strengthens their portfolio, which already includes Manchester United, Arsenal, and Newcastle, but also positions Liverpool as a key asset in their strategy to reclaim market dominance.
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Fans of Liverpool are likely to embrace this change, recalling iconic moments from the past when the club donned the Adidas stripes.
With a rich history in football apparel, Adidas aims to blend tradition with innovation in the new kits, potentially reigniting a strong connection with supporters both locally and worldwide.
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