Image Credits: Imago Images
Liverpool’s switch back to Adidas from Nike ahead of the 2025/26 season was more than a nostalgic kit move. It was a statement about where the club sit in the modern sponsorship arms race.
The German giant already count Real Madrid, Manchester United and Bayern Munich among their flagship partners, and now Liverpool have rejoined that elite stable on a deal reportedly worth over €70 million per season, roughly double the value of their previous Nike agreement.
Over five years, that could mean around €350 million just from the kit supply contract.
That surge in kit money drops into a wider commercial picture in which Liverpool are increasingly treated as one of Europe’s most valuable shirt properties. Fair‑market valuations put the club’s front‑of‑shirt potential at around £65.9 million per season – significantly higher than the £50 million Standard Chartered were paying.
And it seems the new Adidas has done a lot of working in ensuring Liverpool get what they are entitled to regarding kit suppliers.
Football Benchmark has reported that the Reds are currently earning approximately €70.1m from the Adidas kit deal. This ranks Liverpool at 8th in Europe for kit supplier deals.
Below is the full ranking, with the likes of Barcelona, Real Madrid, and both Manchester sides above the Anfield club:
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Club Kit supplier Annual value (EURm) Period
FC Barcelona Nike 127.0 2024–2038
Real Madrid CF Adidas 120.0 2019–2028
Manchester City FC Puma 117.0 2025–2035
Manchester United FC Adidas 105.0 2025–2035
Arsenal FC Adidas 87.6 2022–2030
Paris Saint‑Germain FC Nike 80.0 2019–2032
Chelsea FC Nike 70.1 2017–2032
Liverpool FC Adidas 70.1 2025–2035
FC Bayern München Adidas 65.0 2015–2030
Juventus FC Adidas 51.0 2019–2027
Meanwhile, for Liverpool’s front of shirt sponsor, Standard Chartered bank, Liverpool likewise rank in 8th place amid Europe’s top club with €58.4 in revenue.
Liverpool first announced the bank as their new main shirt sponsor in 2009, with the deal taking effect from the start of the 2010/11 season and replacing Carlsberg on the front of the famous red shirt.
Since then, the partnership has been renewed several times (2013, 2015, 2018 and 2022), with the latest extension taking the agreement through to the end of the 2026/27 campaign
Below is the full ranking:
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Club Kit supplier Main shirt sponsor Annual value (EURm) Period
Manchester City FC Puma Etihad Airways 75.9 2019–2029
Real Madrid CF Adidas Emirates Airline 74.0 2022–2026
Manchester United FC Adidas Snapdragon 66.4 2024–2029
Paris Saint‑Germain FC Nike Qatar Airways 65.0 2025–2028
FC Bayern München Adidas Deutsche Telekom 65.0 2025–2032
FC Barcelona Nike Spotify 65.0 2025–2030
Arsenal FC Adidas Emirates Airline 58.4 2023–2028
Liverpool FC Adidas Standard Chartered Bank 58.4 2022–2027
Liverpool’s position on this list underlines just how far the club have come commercially – and how much headroom still remains. Sitting alongside serial Champions League contenders and traditional financial powerhouses shows that the Reds are now viewed as a truly premium global property by the biggest brands in sport.