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Liverpool’s Lucrative Return to Adidas Kit Partnership for 2025–26

Liverpool’s new kit deal with adidas for 2025–26 promises significant financial gains over past contracts.

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Liverpool have officially launched their new home and away kits for the 2025–26 season as their much-anticipated kit partnership with adidas commenced on August 1. This marks a significant reunion, 13 years after the two first joined forces, bringing a heritage-rich collaboration back to the Premier League.

Though the exact financial terms of the 10-year deal remain confidential, this agreement is expected to be a substantial upgrade on Liverpool’s previous contract with Nike, which ran from 2020 to 2025. Under the Nike deal, Liverpool earned a base of £30 million annually, but revenue was far higher due to a 20% royalty on merchandise sales. For instance, in the 2023–24 season, the club generated as much as £122.8 million from this partnership.

Reports speculated that Liverpool’s new contract with adidas could be worth double that figure. According to The Athletic, the club may earn significantly more than the initially rumored £60 million, with exact totals dependent on team performance and merchandise sales.

Ben Latty, Liverpool’s chief commercial officer, commented on the complexity of kit contracts: “With kit deals, there are so many variables. It’s really hard to compare a kit deal with Liverpool to a kit deal with a competitor. The way we run our merchandising business is completely different to most other clubs as we do everything ourselves. Some clubs are happy to outsource it.” He added, “We had record kit sales year on year [with Nike]. It was a competitive situation, and varying factors meant that adidas were the party we moved forward with. They have been great in that, as long as it doesn’t impact their business, we can do what we want. That’s a successful part of the merchandising business we’ve got as we look to keep growing.”

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While not the highest in Premier League history, this deal positions Liverpool to profit extensively from their renewed collaboration with adidas. Due to the timing of the deal, Liverpool used their previous season’s kits in four preseason friendlies, including a 3–1 victory over Japan’s Yokohama F. Marinos during their Asian tour. The team will debut the new home jersey in their upcoming matches against Athletic Club at Anfield on August 4.

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Slot says Salah must decide next steps after Liverpool beat Inter

After Liverpool’s 1-0 Champions League win over Inter, Arne Slot said the next move must come. soon.

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Arne Slot kept the focus on Liverpool’s result but left the resolution of the Mohamed Salah situation squarely with the player after the Reds’ 1–0 Champions League victory over Inter Milan.

Slot conceded “everyone makes mistakes” when pressed about Salah and said he had told the forward in a “short” conversation at training that he is “not weak”. Dominik Szoboszlai converted a late penalty in place of the Egypt international to secure the win.

The manager emphasised that recognition of an error and the initiative to move on are matters for the squad and the individual. He said: “Well, you say everyone makes mistakes in life but the question is should the players also recognise that as well? And should the initiative come from the player or me? That’s another question. Ibou Konaté has had some difficult moments lately but he played an outstanding game [against Inter].”

Slot pointed to a change in trajectory after he left Salah out of the team, noting the results since that selection decision. “After PSV and Forest games, where we conceded seven goals in two games, it was time for us to concede less and that’s what we did against West Ham,” he outlined. “Then we played Sunderland and their first chance came in the 86th minute. Their first goal wasn’t even a chance and then came Leeds.

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“We showed character in the second half and changed the tactics a little bit.”

On how public scrutiny affected the squad, Slot added: “There was a lot of things been said,” Slot added. “Normally, that affects players as well because he’s [Salah] been so influential for the club and the players so it’s never nice when something happens to their teammates.”

Captain Virgil van Dijk declined to assign blame and described the matter as collective. “It’s not up to me to say who should apologise,” Van Dijk said. “It’s [Salah] airing his feelings. The club has to deal with it and him as well.

“It’s a collective situation. Things between Mo and the club are going on and he is obviously not here today helping us get three points.

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“I know Mo a long time. He is a friend. We have had highs and lows. We speak, those type of things will stay indoors. We have to brace ourselves and be against the outside noise.”

It is unclear whether the 33-year-old will be included in Slot’s squad ahead of the upcoming Premier League match with Brighton & Hove Albion, with Salah due to depart for the Africa Cup of Nations next week.

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Salah’s World Sport Star Shortlist Comes amid Bench Row with Slot

Salah’s World Sport Star nomination arrives as benching row with Slot overshadows the recognition..

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Mohamed Salah has been named on the shortlist for BBC Sports Personality World Sport Star of the Year while embroiled in a public dispute over recent selection decisions. The forward lamented the lack of respect shown to him after being named as a substitute in three straight Premier League games and claimed that he no longer had a relationship with Slot. Liverpool’s manager responded firmly by leaving his star forward at home for the midweek European trip, insisting that while he is a “polite,” he is “not weak.”

As Salah arrived at Liverpool’s empty training centre to conduct a solo session—and take some selfies—he learned he is one of six global sports stars up for recognition ahead of this month’s BBC Sports Personality of the Year ceremony. The shortlist includes Arsenal Women midfielder Mariona Caldentey, pole vaulter Armand Duplantis, U.S. athletics star Sydney McLaughlin-Levrone, baseball player Shohei Ohtani, and U.S. boxer Terence Crawford. The inclusion of Crawford came despite him being stripped of the WBC super-middleweight belt after allegedly failing to pay his sanctioning fees.

The World Sport Star prize has been part of the BBC Sports Personality ceremony since 1960, when Herb Elliott became the first recipient. Over the subsequent 65 years there have only been six footballing winners. A victory for Caldentey would make her the first female player to receive the gong. Salah, if successful, would join a short list of football greats who have taken the honour: Eusébio, Pelé, Ronaldo, Cristiano Ronaldo, Lionel Messi and Erling Haaland.

The timing of the nomination has drawn attention because it coincides with an internal conflict that has seen a high-profile player publicly question his standing and travel arrangements with the club. The nomination underlines Salah’s global profile even as his relationship with his manager and his role in the team are the subject of intense examination.

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Salah’s Solo Gym Post Deepens Rift as Liverpool Travel to Milan

Salah posted a solitary gym photo while Liverpool flew to Milan; opinion split after his remarks…

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Mohamed Salah posted an image of himself training alone on Tuesday morning while the Liverpool squad travelled to Milan for a Champions League meeting with Inter. The photograph, taken in Liverpool’s gym with Salah sitting in front of a mirror, carried no caption.

The post arrived amid a widening debate over comments Salah made after the 3–3 draw with Leeds United. Some supporters have defended the Egyptian, but many critics have argued that the nature and timing of his remarks have damaged a team already struggling this season. Fans have urged Salah to keep a low profile in the aftermath of his interview, believing that would help the club work towards a positive resolution.

As the squad left for the crunch game against Inter, Salah reported for training alone on Tuesday morning, and he took the opportunity to post a poignant picture to his followers on social media.

As Salah unloaded on Slot in the aftermath of the 3–3 draw with Leeds United, he gleefully admitted his comments were certain to elicit a response from club legend and prominent pundit, Jamie Carragher.

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Forty-eight hours later, Carragher used Sky Sports’ Monday Night Football to reply. “I thought it was a disgrace what he did after the game,” Carragher said. “Whenever Mo Salah stops in a mixed zone, which he’s done four times in eight years at Liverpool, it’s choreographed with him and his agent to cause maximum damage and strengthen his own position.

“He’s chosen this weekend to do this now and he’s waited, I think, for a bad result for Liverpool.

“You can see the last-minute goal, Liverpool supporters, the manager, everyone involved in the club feels like they’re in the gutter at the moment and he’s chosen that time to go for the manager and maybe try and get him sacked.”

A heated Carragher concluded: “I think some of the criticism this season of Mo Salah has been excessive. I’ve said that publicly. But I will go after Mo Salah when he tries to throw my club under the bus off the pitch and just thinks about himself. I certainly will do that.”

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The exchange has left supporters and pundits divided as Liverpool prepare for a vital European fixture.

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