Liverpool Football Club have announced a new multi-year agreement with Adidas, which will see the sportswear giant become the club's kit manufacturer from next season onwards. As football betting markets continue to flood the football sponsorship space, it is somewhat of a surprise to see the clothing brand rejoin forces with the Premier League leaders.
This partnership marks a significant increase in Liverpool's revenue compared to Nike's current deal, set to expire on August 1st. Currently, Liverpool receives £30m per season from the Nike contract, along with 20% royalty fees from all net sales of club merchandise. This arrangement potentially increases the annual figure to upwards of £60m.
While preseason friendly fixtures will still see players donning their current Nike kits this summer, Adidas is set to manufacture kits for the Premier League club for the first time since 2012.
The history between Liverpool and Adidas dates back several decades. They held kit manufacturing deals between 1985 and 1996 and again between 2006 and 2012. After their last collaboration ended in 2012, Warrior took over until 2015, before passing the baton to New Balance until 2020.
Liverpool 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 most iconic LFC kits of all time."
Hogan also thanked Nike for their support over recent years and wished them well in their future endeavors.
Under this new agreement, effective from August 1st, 2025, Adidas will create three first-team men’s and women’s kits while also supplying training kits and apparel for both men’s and women’s teams, as well as the academy teams.
The club confirmed that details of the new Adidas x Liverpool kits – home and away – will be revealed via club and Adidas channels and made available for purchase from August 1st.
Adidas Chief Executive, Bjorn Gulden, added:
“We are extremely excited that Adidas and Liverpool Football Club are teaming up once again. We are looking forward to creating more classics for the fans.”
This deal signifies a promising future for both Liverpool and Adidas. With a shared ambition of success, they look forward to creating kits that not only enhance on-pitch performance but also resonate with their vast fan base.
