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Liverpool expect £60m a year from Adidas deal
The Guardian
|October 23, 2024
Liverpool expect to make more than £60m a year from a new kit deal with Adidas that will come into effect from the start of the 2025-26 season.
The German sportswear company will become Liverpool's kit supplier when Nike's five-year contract expires. In a tender process for a five-year contract Adidas, which last supplied the Anfield club's kit between 2006 and 2012, won against Nike and Puma.
The club believe it will bring their kit earnings into line with Arsenal, Manchester City and Chelsea, who all receive £60m-£65m from deals with Adidas, Puma and Nike respectively.
Liverpool receive £30m a year from Nike as a guaranteed base figure. With commercial tie-ins, performance-related bonuses and 20% royalty payments on net sales of replica sportswear, promoted by people such as the basketball star and Liverpool shareholder LeBron James, the total can be closer to £60m a season. The Premier League record is the £90m a season received by Manchester United from Adidas.
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