Liverpool Adidas Kit Deal - Welcome Home

Nov 21, 2024

by PTG

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Update - November 21, 2024: The Liverpool x Adidas kit deal will be promoted under the tagline "Welcome Home," we have been told. This marks a return to a partnership that dates back to 1985-1996 & 2006-2012.

Image by @lfcdzn11 for Footy Headlines

Update: The new Adidas Liverpool deal is set to be worth more than 60 million GBP per season, more than what Nike paid (£30m per year + 20% royalty on all net sales). There is no exact figure on the deal due to the incentivized nature of the contract, which includes sales and on-field performances, as reported by the Times.

Adidas and Liverpool will announce their sponsorship deal only in early 2025, mainly to avoid impacting current sales of Nike merchandise. This has been pointed out by Liverpool expert @KB2X and can be confirmed by Footy Headlines.

Graphic genius @lfcdzn11, for Footy Headlines, has imagined how the Adidas logo could look on the stands of the Anfield Stadium.

Footy Headlines can confirm that Liverpool will switch to Adidas from the 2025-26 season. The deal is signed, and the kit designs are ready and sealed.

Liverpool's 2025-26 products are already appearing in Adidas data. The club will part ways with Nike after the 24-25 season (Summer 2025), and is, of course, not present in the Nike Fall/Winter 2025 offering.

Liverpool Adidas Kit Deal

Liverpool's current deal with Nike runs until the end of the 2024-25 season. Liverpool did not renew the contract and signed a new deal with Adidas. It will be the third time Adidas will make Liverpool's kits. The last time was for the period 2006-2012.

The new Adidas Liverpool deal runs for five seasons, from 2025-26 to 2029-30. The new deal will be worth more than what Nike currently pays Liverpool (£30m per year + 20% royalty on all net sales of merchandise other than footwear).

Adidas secured the contract after winning a competitive tender process, surpassing bids from Nike and Puma. Liverpool anticipates the new deal will bring its earnings in line with other top Premier League clubs like Arsenal, Manchester City, and Chelsea, whose kit deals also generate between £60-65 million annually.