Liverpool and Adidas reunite

• Posted on March 14, 2025March 14, 2025
• by Nana Kwesi Coomson
• Comment

Liverpool FC has announced a new multi-year partnership with adidas, set to begin on August 1, 2025.

The club will wear adidas kits for the third time in its history, providing gear for all teams and staff. This reunion follows successful past collaborations from 1985-1996… pic.twitter.com/TexPUDePpp— Jon Boafo (@JonBoafo) March 10, 2025 “> 

“You’ll Never Walk Alone!” A chant so powerful that even the most indifferent football fan cannot ignore it.

The walls of Anfield do not just stand; they reverberate. The spine-tingling rendition of You’ll Never Walk Alone before kickoff does not just rally Liverpool fans. It sends a message. Opponents feel it. The world watches.

Even young Isaac, a devoted Liverpool supporter born with the rare Wolf-Hirschhorn syndrome, understands the magic of Anfield. That is what Liverpool is about: community, passion, and unwavering belief.

And now, for the next five years, the Reds will not be walking alone in another sense.

Reports confirm that German sportswear giant Adidas is making a return to Anfield, striking a multi-year kit deal worth north of 60 million pounds per season.

After a five-year run with Nike, Liverpool have decided to turn the page, capitalizing on an opportunity to double their previous earnings of approximately £30m per year.

In the end, the math made the decision easy.

How Did Liverpool Secure This Mega Deal?

Truthfully, if Liverpool were not flying on the pitch this season, this deal might not have materialized.

The heartbreak of last season, when their quest for a historic quadruple fell short, left them with only the Carabao Cup. It was not the fairytale farewell Jurgen Klopp deserved, but it laid the foundation for a response.

Fast forward to today and Liverpool are leading the Premier League, with one hand on the trophy. They suffered an embarrassing FA Cup exit to Championship strugglers Plymouth Argyle, and their UEFA Champions League campaign came to a disappointing end against PSG at Anfield.

et their resurgence under new management is undeniable. Arne Slot might only be eight months into his tenure, but the Reds have re-established themselves as serious contenders.

A Carabao Cup final looms, and with the Premier League nearly wrapped up, Liverpool have done more than enough to command the attention of a brand like Adidas.

What Adidas Had to Say

The announcement of Liverpool’s return to Adidas, who previously outfitted them from 1985 to 1996 and 2006 to 2012, was met with excitement from the brand’s leadership.

Adidas CEO stated:

“We are extremely excited that Adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base. The kits worn during previous partnerships are some of the greatest ever created. We are honored to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.” (The Times)

Liverpool’s Response: A Move to the Elite Table

This deal places Liverpool among the top-earning Premier League clubs in terms of kit sponsorship, joining the likes of Arsenal, Manchester City, and Chelsea.

Liverpool CEO Billy Hogan also shared his excitement about the deal:

“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 the most iconic LFC kits of all time. Adidas and Liverpool share an ambition of success, and we could not be more excited to partner together again as we look forward to creating more incredible kits to help drive on-pitch performance. We would like to thank Nike for their support over the last five years and wish them well for the future.”

Liverpool’s Kit Deals Since 2012: The Evolution of a Commercial Powerhouse

Warrior Sports (2012 – 2015): A Bold Entrant

In 2012, Liverpool FC embarked on a new journey with Warrior Sports, a subsidiary of New Balance, marking the brand’s inaugural foray into football kit manufacturing.

Financial Overview

• Contract Value: £25 million per season, totaling 75 million pounds over three years.

Shirt Sales and Market Impact

• Estimated Shirt Sales: 800,000 to 1 million units per year.
• Global Reach: Established brand visibility in emerging markets.

New Balance (2015 – 2020): Transition and Triumphs

In 2015, Warrior Sports rebranded as New Balance, seamlessly continuing the existing partnership with Liverpool FC.

Financial Overview

• Contract Value: £25 million per season, totaling £125 million over five years (Liverpool Echo).

Shirt Sales and Market Impact

• Estimated Shirt Sales: 1.2 million to 1.5 million units per year.
• Performance Impact: Boosted sales due to Champions League and Premier League successes.

Nike (2020 – 2025): A Strategic Alliance

In 2020, Liverpool FC transitioned to a partnership with Nike, aiming to leverage the sportswear giant’s expansive global reach.

Financial Overview

• Base Guarantee: £30 million per season.
• Royalty Structure: 20% royalty on net sales of Liverpool products.
• Total Earnings: Annual revenue projected to exceed £60 million.

Shirt Sales and Market Impact

• Estimated Shirt Sales: Over 1.5 million units per year.
• Global Strategy: Expanded reach through Nike’s distribution network and celebrity endorsements.

Comparing Liverpool’s Kit Deals

With Adidas set to return un 2025, Liverpool is entering a new era of commercial dominance. This deal secures the club’s place among football’s financial elite, and with global shirt sales expected to climb, it is a move that makes both footballing and business sense.

Come August 1, 2025, the iconic three-stripe Adidas design will be back on Liverpool’s kits, ushering in a new chapter in the club’s rich history.

-3News