Liverpool Football Club has agreed a new kit deal with German sportswear brand Adidas from next season.
The partnership is understood to be “a significant increase” on the current deal with Nike which comprised of a flat fee of £30m a year and 20% of all net sales of club merchandise.
With the club expected to lift major honours this season it would appear that the commercial operations are also stepping up a gear.
Recent financial results revealed that the Anfield club made revenues of £614m to the year ending May 2024, made an overall pre-tax loss of £57m, not helped by having no Champions League revenue for the season, a rising £386m wage bill, and payouts to former manager Jurgen Klopp of £9.6m.
The lucrative deal with Adidas will also see the team wearing the three stripes which their forerunners wore in the 1985-1996 period and again from the less successful 2006-2012 era.
However, it is understood that Crown Paints will not be making a return as shirt sponsor.
Billy Hogan, chief executive officer, Liverpool Football Club, 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,” said.
Bjørn Gulden, chief executive officer, 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 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.”