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adidas, kit suppliers of Newcastle United, have added another Premier League team to their roster.
Liverpool have become the latest Premier League club to sign a lucrative multi-year kit deal with adidas.
The German sportswear giant already had existing kit deals with Manchester United, Arsenal, Nottingham Forest, Fulham and Leicester City before adding Newcastle United and Aston Villa to their catalogue last summer.
It’s understood the Magpies’ multi-year deal is worth £30million per season while Villa reportedly receive £17m. At the end of the last campaign, both clubs terminated their respective kit deals with Castore.
The Adidas logo and club badge are seen on the shirt of the new home kit during the Premier League match between Newcastle United FC and Southampton FC at St James' Park on August 17, 2024 in Newcastle upon Tyne, England. (Photo by Stu Forster/Getty Images)The Adidas logo and club badge are seen on the shirt of the new home kit during the Premier League match between Newcastle United FC and Southampton FC at St James' Park on August 17, 2024 in Newcastle upon Tyne, England. (Photo by Stu Forster/Getty Images)
The Adidas logo and club badge are seen on the shirt of the new home kit during the Premier League match between Newcastle United FC and Southampton FC at St James' Park on August 17, 2024 in Newcastle upon Tyne, England. (Photo by Stu Forster/Getty Images) | Getty Images
Liverpool announce mammoth Adidas kit deal
However, Liverpool’s agreement with adidas is set to be worth more than Newcastle and Villa put together.
As per the Liverpool Echo: “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”.
The partnership will officially begin on August 1. It is the third time Liverpool and adidas have partnered together after 1985 to 1996 and 2006 to 2012.
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Billy Hogan, chief executive officer at Liverpool, 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.”
Newcastle United’s kit deal with adidas a major success
Newcastle have gone from earning £5m a season with Castore to £30m with adidas. And by getting the latter back on board, it has enabled the club to bring their retail operation in-house.
While kit sales are significantly lower than the likes of Liverpool and Manchester United, chief commercial officer Peter Silverstone has the ambitious target of eventually catching those clubs up.
“Adidas are also a sponsor, so they want our marketing platform and the assets and imagery that we provide – the player imagery, the player marketing, the media exposure around the stadium and different assets and rights,” Silverstone told NewcastleWorld last year.
“Then they will also provide sponsorship to us. They will market our brand globally and in targeted territories, in a unique way. Adidas are also the sponsor and kit partner of other top clubs – Arsenal, Manchester United, Real Madrid, Bayern Munich, Juventus – and we find ourselves with the same marketing partnership and capacity as they do.
“Our ambition is to have the great product and great platform, and ultimately have as many fans to sell our Adidas shirts to. Of those clubs I’ve just said, we don’t sell as many shirts at the moment. But our goal and ambition is to catch them up."
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