Liverpool will switch to Adidas from the start of next season and bring an end to their Nike partnership
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Liverpool have confirmed that Adidas will be their new kit partner from the start of next season
Liverpool have confirmed that Adidas will be their new kit partner from the start of next season
(Image: Michael Regan/Getty Images)
Liverpool have confirmed that Adidas will be their new kit partner from the start of next season. The club's current deal with Nike finishes at the end of the 2024-25 campaign.
Back in October it was reported that the German sportswear giant had won the tender to partner with the Reds, beating off competition from current kit partners Nike, as well as Puma.
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And now a ‘multi-year deal’, understood by the ECHO to be for five years, has been announced by the club. It sees Liverpool returning to the three stripes of Adidas for the third time in the club’s history.
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The Reds are set to benefit from a revenue uplift as a result of the new partnership. And CEO Billy 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 as 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.”
The partnership will begin from August 1, 2025, with Nike’s kits to see out the season.
What has often happened is new kits have been debuted before the end of the campaign. But with the Reds marching toward a Premier League title and still in the hunt for UEFA Champions League glory, Nike want to maximise the exposure of the brand and the partnership to the very last.
Liverpool and Adidas partnered together through some of the club’s most successful eras and memorable trophy lifts, first from 1985-1996 and again from 2006-2012. During this time the Reds secured plenty of silverware, including three top-flight domestic league titles and three FA Cup wins.
Bjørn Gulden, Adidas CEO, said: “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 honored 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.”
The value of the deal to the Reds has not been made public, although it is understood to be closer to be around the £65million-plus mark, with the agreement putting the club into the same guaranteed earnings bracket as Arsenal, Manchester City and Chelsea, while the potential for a percentage of the sales of LFC/Adidas merchandise means the value of the deal could rise even further.
The club engaged Nike in 2019 on a flat £35million per year deal. The guaranteed annual sum, while far lower than their rivals, was added to considerably by the addition of 20% of sales of LFC/Nike merchandise coming back to the club to raise the annual sum received beyond £60million.
Liverpool have leaned into relationships with such stars as Fenway Sports Group partner and basketball icon LeBron James, with a special merchandise line produced, while a line with Nike’s sister brand Converse was also rolled out.
Last week, UEFA released its annual European Club Finance and Investment Report, which analyses the financial trends across the game on the continent and highlights some of the unseen factors that go into putting a successful product on the pitch.
According to the latest report, the Reds' kit and merchandising revenue delivered €146million (£122.7million) in revenue, a fraction above Manchester United, who occupy fifth spot.
The figures for Liverpool meant that the kit and merchandising revenue accounted for 19% of total revenue for the club for 2023-24 financial year - a rise of 11% compared to the same period 12 months prior.
Details of the new adidas Liverpool kits - home and away - will be revealed via club and Adidas channels and available to purchase from August 1, 2025.