Liverpool FC are expected to announce a new kit supplier deal with Adidas starting from the 2025-26 season, reports SportBusiness. Following a recent tender process, it appears that Adidas has been awarded a five-year contract until the 2029-30 season.
In addition to Nike, with whom they currently have a contract, Puma had also expressed interest. Nike is believed to be paying Liverpool in excess of £30 million per season, plus royalty payments on net sales of replica uniforms, in excess of £50 million per year.
New Balance from 2015 to 2020 is believed to be £25 million per year, a significant increase. The new deal is expected to bring in more than that, but is assumed to be less than Manchester United, who also have a contract with Adidas and receive £90 million per year, in terms of money.
However, Adidas and Liverpool have refused to comment when contacted by SportBusiness. Furthermore, Puma is committed to Manchester City and is unlikely to make a higher offer to the Reds.
Adidas has been the supplier of the German national team for over 70 years, but will lose its place to Nike from 2027. The battle for the top team is fierce, with the American company apparently offering more than double the amount.
Having missed out on a deal with the German national team, Adidas has been actively promoting the club, and as part of this, has set its sights on England’s top clubs. In addition, they have also signed Liverpool defender Trent Alexander-Arnold to a lucrative contract.
We won’t believe it until it is officially announced, but will Liverpool be able to maximise supplier contracts…?