Liverpool in partnership with Nike yielded the fourth-highest kit revenue in Europe during the 2023/24 season.
UEFA’s latest study revealed the club earned £122.8 million from the deal. When Liverpool signed with Nike in 2020, the base rate was just £30 million per year.
However, the agreement included a percentage of kit and merchandise sales. This strategic move allowed Liverpool to capitalize on their global fanbase. The £122.8 million earned last season was four times their base rate.
Liverpool matched Manchester United in revenue, trailing only Real Madrid (£164.8m), Bayern Munich (£143.8m), and Barcelona (£143.8m) according to Jack Lusby ( via This is Anfield ).
Liverpool outperformed Manchester City (£63.9m), Arsenal (£100.9m), Tottenham (£80.8m), and Chelsea (£79.9m). Even Galatasaray (£71.5m) and PSG (£68.1m) earned more than Man City.
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Liverpool enters top five with Nike deal
Liverpool’s kit earnings increased by £9.7 million from 2022/23. The revenue jump is significant compared to their previous New Balance deal.
Five years ago, Liverpool made £36.2 million less from kit sales. Their Nike contract accounted for 20 percent of the club’s most recent financial earnings, the highest in the Premier League.
Interestingly, Adidas supplied the two top-earning clubs, Real Madrid and Bayern Munich. Liverpool will join them next season after agreeing on a long-term Adidas deal.
The Adidas contract is reportedly worth over £60 million per year. It also includes a share of kit and merchandise revenue, similar to their Nike agreement. An official announcement is expected soon.
Nike could still pay Liverpool £2 million if they win the Premier League this season. Reaching the Champions League final would bring another £2 million, while winning the trophy would secure a £4 million bonus.
Liverpool’s growing commercial power highlights their global brand strength. Their move to Adidas could push kit revenue even higher in the coming year.
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