It’s that time of the year when a team’s fanbase gets pumped about a kit maker change. Today’s news comes from Liverpool, which is set to swap Nike for Adidas starting from the 2025/26 season.
Liverpool wants to take it back to the Steven Gerrard and Fernando Torres era. Unfortunately, the 2006 – 2012 Adidas sponsorship did not coincide with its current trophy haul under Nike. Of course, the Reds also wore the three stripes between 1985 and 1996, winning three first-division titles and three FA Cups.
Nonetheless, the new lucrative kit deal is purported to go beyond Nike’s $61 million annual deal, which includes a 20% royalty on net revenue from merchandise. The deal still falls short of Adidas’ massive $1.2 billion Manchester United 10-year kit deal signed last year.
Adidas continues its mission to kick Nike out of the Premier League, having sponsored league heavyweights Arsenal and Manchester United. The German sportswear brand is currently negotiating with Newcastle and Aston Villa. That should help make amends for Adidas’ tragic failure to continue producing Germany’s national kits after 70 years—a deal it lost to Nike.
Despite Liverpool’s heavy connection to minority stake owner Lebron James, often considered the face of Nike, the Reds are obviously looking to the future—one that also exists without the legendary Jurgen Klopp. Liverpool is actively hunting for a Klopp-like replacement, with Feyenoord manager Arne Slot being the latest link.
Photo: Instagram/liverpoolfc
