Liverpool are the latest to reach a mega-financial deal to make Adidas their new kit supplier, leaving Nike.
Nike has been supplying the Reds’ uniforms since the 2020/2021 campaign, and New Balance secured the contract before that. Nike are lately paying Liverpool a payment of £30 million per season from his contract.
That’s a modest sum for a top-flight team, even if the Reds were drawn to Nike’s reputation for marketing and distribution. Royalty bills from sales of replica team clothing are expected to push prices up to more than £50 million a year. In comparison, the Manchester United kit deal with Adidas makes the Red Devils £90 million a year. The deal is a Premier League record and was renewed for a further 10 years last summer.
The deal seems to have caught Liverpool’s attention, with SportBusiness reporting that they are close to leaving Nike for Adidas. The proposed deal will run for five years from the start of the 2025/2026 season.
A bidding procedure for this lucrative contract was recently initiated, in which Adidas pushed back the interests of Nike and Puma to win. This means that Liverpool will return to German society after a 13-year hiatus.
Adidas had already provided his uniform for six years, between 2006 and 2012, before the Reds switched to Warrior. It is claimed that the new contract will be more than the existing agreement between Liverpool and Nike.
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Puma are said to be “on the table” but instead they are focusing on Manchester City, who have been Liverpool’s biggest rival by name in recent seasons. Adidas has already signed Trent Alexander-Arnold to a lucrative footwear deal this season.
The sportswear giants are making an “aggressive push” after squandering their prestigious contract with the German national team from 2027. Adidas has held the contract for more than 70 years and is now valued at £43 million a year.
But Nike has pulled them out of the water to take over the role of the German from 2027. The next battleground will be the contract for the French national team, with this tender underway.
In addition to Liverpool, Nike has also signed Chelsea, Tottenham and Brighton lately. Adidas has signed United, Arsenal, Fulham and Nottingham Forest, with Aston Villa and Newcastle set to join its squad this summer.
Nike had faced a war to get Liverpool after New Balance took the case to court, arguing that Liverpool refused to honour a renewal clause. But the High Court cited Nike’s prestige as a key factor in deciding that New Balance could conform to the terms of the contract. proposed agreement through the United States.
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