Liverpool FC has announced a new multi-year partnership with adidas, marking the sportswear giant’s return as the club’s official kit partner.
The new partnership between Liverpool FC and adidas is reportedly valued at over £60 million annually, marking a significant increase from the current deal with Nike, which includes a base fee of £30 million plus 20% royalties on net sales.
This figure does not account for additional revenue Liverpool will receive from kit sales, suggesting the total earnings will far exceed the base amount.
Adidas secured the deal after a competitive bidding process, outmaneuvering both Nike and Puma.
The agreement is set to begin on July 1, 2025, with the first adidas Liverpool kit expected to be unveiled immediately upon the contract’s commencement.
Adidas previously supplied Liverpool’s kits during two periods: from 1985 to 1996 and from 2006 to 2012.
Liverpool’s CEO, Billy Hogan, expressed excitement about the partnership, highlighting the past successes and iconic kits created during previous collaborations. The club also extended gratitude to Nike for their support over the past five years.
Hogan said:
“Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time.
“adidas and Liverpool share an ambition of success, and we couldn’t be more excited to partner together again. We look forward to creating more incredible kits to help drive on-pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”
Under the new agreement, Adidas will provide the full range of match kits, training wear, and culture apparel for all Liverpool teams, including men’s, women’s, and Academy sides, as well as LFC Foundation staff.
The partnership will officially commence on July 1, 2025, with the first Adidas Liverpool kits expected to be released immediately upon the start of the contract. This strategic timing coincides with the traditional pre-season period when clubs typically unveil their new designs for the upcoming campaign.
Products are expected to become available for purchase from August 1, 2025.
Bjørn Gulden, chief executive officer at adidas, added:
“We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base.”
“The jerseys worn during previous partnerships are some of the greatest ever created.”
“We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”
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