Liverpool FC have announced that Adidas will be their new kit partner from the start of next season, following the end of their current deal with Nike at the conclusion of the 2024-25 campaign. The news comes after reports in October suggested that the German sportswear giant had outbid current partners Nike and Puma to secure the partnership with the Reds.
The club has now confirmed a 'multi-year deal', understood to span five years. This marks the third time Liverpool will don the three stripes of Adidas.
The Reds are expected to see a boost in revenue as a result of this new partnership. CEO Billy Hogan expressed his excitement, stating: "Everyone at the club is incredibly excited to welcome Adidas back into the LFC family."
He added: "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 commence from August 1, 2025, with Nike's kits to see out the season.
Liverpool are set to don new kits as they push for Premier League glory and continue their Champions League quest, with Nike aiming to capitalise on the team's success for maximum brand exposure. The Reds have a storied history with Adidas, having partnered during some of the club's golden years from 1985-1996 and 2006-2012, a period that saw them clinch three league titles and three FA Cups.
Adidas CEO Bjørn Gulden expressed his enthusiasm: "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."
He added, "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."
While the financial details remain under wraps, it's believed the deal could be worth upwards of £65million, potentially increasing with sales of LFC/Adidas merchandise.
Liverpool FC struck a deal with Nike in 2019, which guaranteed them a flat £35million per year. Despite this sum being significantly lower than their rivals, the club's earnings were boosted by an additional 20% from sales of LFC/Nike merchandise, pushing the annual sum received beyond £60million.
The Reds have capitalised on relationships with high-profile figures such as basketball legend and Fenway Sports Group partner LeBron James, leading to the production of a special merchandise line. A collaboration with Nike's sister brand Converse was also launched.
Last week, UEFA published its annual European Club Finance and Investment Report, providing insights into financial trends across European football and shedding light on the unseen factors that contribute to on-pitch success. According to the latest report, Liverpool's kit and merchandising revenue generated €146million (£122.7million), slightly surpassing Manchester United who sit in fifth place.
This income accounted for 19% of Liverpool's total revenue for the 2023-24 financial year, marking an 11% increase compared to the same period the previous year. Details of the new Adidas Liverpool kits - home and away - will be unveiled via club and Adidas channels and will be available for purchase from August 1, 2025.
This article was first published on the Liverpool Echo.