Liverpool is enjoying a successful start to the season as they thrive and plan for future achievements. After partnering with Nike as their kit supplier at the beginning of the 2020-21 season, the club is now expected to switch kit manufacturers for the 2025/26 season.
As the Reds enter the final season of their Nike contract, which started in 2020, Adidas remains a strong contender for a partnership, indicating a shift in direction rather than extending their existing agreement with Nike.
What it means for the Club
Sport Business first reported the rumors back in April regarding Adidas, though Liverpool declined to comment when recently asked by the ECHO about the prospect of switching.
Liverpool’s chief commercial officer, Ben Latty, told the ECHO:
“We’ve experienced really successful kit launches with Nike over the past few weeks. Right now, our focus is on delivering with Nike, and we have some exciting collaborations with them on the horizon.”
This will lead to the Reds unveiling a third kit featuring Adidas’ Trefoil logo, diverging from the original plan, similar to how Liverpool’s current Nike third kit showcases a slanted swoosh. Arsenal is one club that has already adopted this approach.
Liverpool receives approximately £35 million annually from Nike as a flat fee, with the total value exceeding £60 million when considering additional revenues. Through this partnership, the club has sought to diversify its merchandise offerings, launching collections in collaboration with basketball icon and Fenway Sports Group part-owner LeBron James, as well as the renowned brand Converse, as they aim to penetrate the lifestyle brand market.
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The Reds have grown commercial revenues considerably in recent years, the most recent standing at £272m for the 2022/23 financial year. That is likely to be pushing closer to the £300m mark for the financial year just ended, 2023/24, with the next kit supplier contract, whether it be Nike, Adidas or another firm, potentially driving revenues to near £350m by the time that contract starts to appear on the books.
