In a major boost to their commercial revenue, Liverpool Football Club is set to earn over £60 million per year from a new kit deal with Adidas starting in the 2025-26 season. The German sportswear giant won a competitive tender process against current supplier Nike and rival Puma to secure the lucrative five-year contract.
Adidas Outbids Rivals for Liverpool Kit Rights
According to insider sources, Adidas emerged victorious in a hotly contested battle with Nike and Puma for the right to manufacture and distribute Liverpool’s iconic red kits. The deal, which will commence when Nike’s current five-year agreement expires at the end of the 2024-25 campaign, is expected to significantly increase the Reds’ kit-related income.
While official figures have not been disclosed, it is believed that Adidas will pay a guaranteed base fee of around £60-£65 million per season, with potential for additional bonuses and royalties. This marks a significant upgrade from the estimated £30 million base fee Liverpool currently receives from Nike.
Liverpool Aims to Match Premier League Rivals
The new Adidas deal is expected to bring Liverpool’s kit earnings in line with other top Premier League clubs such as Arsenal, Manchester City, and Chelsea. Those teams currently earn approximately £60-£65 million per year from their respective kit suppliers—Adidas for Arsenal, Puma for Manchester City, and Nike for Chelsea.
However, Liverpool’s new agreement still falls short of the Premier League record held by Manchester United, who receive a staggering £90 million per season from Adidas. Nonetheless, the substantial increase in guaranteed revenue will undoubtedly bolster Liverpool’s financial muscle and potentially impact their transfer spending.
Performance Bonuses and Royalties Sweeten the Deal
In addition to the guaranteed base fee, Liverpool stands to benefit from performance-related bonuses and a 20% royalty on net sales of replica kits and other merchandise. With the club’s global popularity and marketing reach, these additional revenue streams could push their total kit earnings closer to £60 million per season, even surpassing the base fee.
Liverpool will look to leverage its star power and partnerships, such as the one with basketball icon and club shareholder LeBron James, to drive kit sales and maximize royalty payments. The club’s on-field success and international fan base are also expected to contribute significantly to merchandise revenue.
Adidas Renews Partnership with Liverpool
The new deal marks a reunion between Liverpool and Adidas, who previously served as the club’s kit supplier from 2006 to 2012. During that period, the Reds achieved notable successes, including reaching the 2007 Champions League Final and winning the 2012 League Cup.
We are delighted to be partnering with Liverpool once again. They are one of the world’s most iconic and successful clubs, and we look forward to helping them continue their on-field and commercial success in the years ahead.
– Adidas spokesperson
Financial Boost Comes at Crucial Time
The increased kit revenue comes at an opportune time for Liverpool, as they seek to maintain their competitive edge both domestically and in Europe. The additional funds could provide a war chest for player acquisitions, contract renewals, and infrastructure investments.
With key players such as Mohamed Salah, Virgil van Dijk, and Trent Alexander-Arnold all signed to long-term deals, Liverpool will want to ensure they can continue to surround their core with top talent. The Adidas windfall could prove instrumental in achieving that goal.
Eyes on the Future
As Liverpool looks ahead to the 2025-26 season and beyond, the partnership with Adidas promises to be a fruitful one both on and off the pitch. With a revamped kit deal, strong squad, and global brand appeal, the Reds appear well-positioned to chase glory and commercial success in the years to come.
Only time will tell how Liverpool chooses to deploy its enhanced financial firepower, but one thing is certain: the club’s new kit deal with Adidas has the potential to be a game-changer in an increasingly competitive and monetized football landscape.
