Liverpool Football Club is set to reunite with Adidas in a lucrative kit sponsorship deal worth at least R1.4 billion per year, starting this summer. The agreement marks the Reds’ return to Adidas after last partnering with them in 2012, following a stint with Nike.
The German sportswear giant previously outfitted Liverpool during some of the club’s most successful periods, including an 11-year stretch from 1985 to 1996. Fans have celebrated the news, with many reminiscing about Adidas’ role in producing some of the club’s most iconic kits over the years.
A Deal with Big Incentives
The new partnership is expected to provide Liverpool with a significant financial boost, further incentivized by the team’s on-field performances. Success in competitions such as the Premier League and Champions League could unlock additional earnings for the club, making the deal even more lucrative.
Liverpool CEO Billy Hogan expressed his excitement about the partnership, highlighting the club’s historic connection with Adidas.
“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 Liverpool kits of all time,” Hogan said.
He further emphasized the shared ambition between the two brands: “Adidas and Liverpool share a drive for success, and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on-pitch performance.”
Nike Exit – But Not Just Yet
While Liverpool’s future kits will carry the famous three stripes, there is a contractual twist. The Reds must continue wearing Nike kits for their pre-season tour before officially making the switch to Adidas. This contractual clause is standard in major sponsorship transitions and ensures a smooth handover between kit manufacturers.
Liverpool acknowledged Nike’s role over the past five years, with Hogan extending gratitude to the American sportswear brand.
“We’d like to thank Nike for their support over the last five years and wish them well for the future,” he said.
A Nostalgic Return for Fans
Adidas has a long-standing legacy with Liverpool, having previously been the club’s kit supplier in several trophy-laden eras. The return to Adidas rekindles memories of some of Liverpool’s greatest footballing moments, and fans will be eager to see what designs the new collaboration brings.
With the deal securing a major financial boost for the club, Liverpool supporters will hope that the extra revenue translates into investments in new signings and continued success on the pitch.
