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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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Robertson on the grief that changed Liverpool’s season

Robertson says Liverpool’s 2025-26 season was shaped by grief after Jota’s death and the dressing room was broken.

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Andy Robertson has described the emotional weight of Liverpool’s 2025-26 campaign after Diogo Jota’s death, saying the club’s struggles went far beyond tactics or transfer business.

The former Liverpool fullback said the atmosphere inside the dressing room was shattered in the aftermath of the tragedy, and that the pain affected every part of the team’s season. Liverpool finished fifth, ended without a trophy and later saw Arne Slot, Mohamed Salah, Ibrahima Konaté and Robertson depart.

“It’s difficult to describe or talk about it, because what we went through was horrendous,” the Scotland international said of Jota’s death on the Stick to Football podcast. “If I’m talking about the new signings, they’re coming into a club that is heartbroken, and they’re trying.

“That’s when I felt so sorry for these guys because they had signed and they were signing for big money. If I’m talking about football, when it took them months to settle in, because we were like ghosts.

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“We didn’t care about football. That was the truth of it. We didn’t care about football because we just lost one of our best mates in the changing room.”

Liverpool’s decline was severe even before the emotional backdrop was fully considered. After winning the league in 2024-25 and spending close to £450 million ($600 million) last summer on players including Florian Wirtz, Alexander Isak and Hugo Ekitiké, the side had to wait until the final day of 2025-26 to secure Champions League qualification.

They closed the campaign on 60 points, 25 behind title winners Arsenal. Under Slot, the club’s defeat total rose from four in his debut league season to 12, with half of those losses coming in the opening months after Jota’s passing.

“All footballers have that edge, don’t we, and I think when you lose that edge, sometimes you can’t perform to your best,” Robertson continued. “I think last season we lost the edge. When I look back on it now, I think we lost that determination a little bit, because I know at times we were going, ‘What’s the point?’

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“Look at what his family are going through, look at his kids, but we were grieving. It was our mate, at the end of the day. He’s not just a footballer to us. He was a teammate, a friend. He was everything. For us it was incredibly difficult.”

Jota’s memory remains part of the club’s response, with Liverpool retiring number 20 ahead of last season and wearing a special honorary patch on their shirts.

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Mbappe reveals why Liverpool move was rejected for PSG

Mbappé explains why he chose PSG over Liverpool in 2017, despite Klopp and his mother’s support.

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Kylian Mbappé has explained for the first time why he chose Paris Saint-Germain over Liverpool in 2017, despite strong encouragement from his mother and co-representative, Fayza Lamari.

At the time, Liverpool had made a serious push for the forward, with Jürgen Klopp winning over Lamari during the pursuit. She visited the city, the stadium and met the people, and came away convinced the club was special. Mbappé recalled how firmly she backed the move, saying: “My mom was a big fan of Jürgen Klopp and the favourite destination for my mom was Liverpool . She wanted me to go there,” Mbappé told The Athletic . “I didn’t listen because I wanted to play in my city, Paris. I didn’t want to leave my country before I was someone. But yes, my mom was always saying ‘Liverpool—you’re going to be there, playing at Anfield, it’s going to be insane for you.’ I was like, ‘O.K.!’

“She went there [for] the first step of the negotiations. She went to the city, she went to the stadium, she met the people. She was like, ‘It’s a wonderful club, everybody’s so kind, it’s a family club, a big club.’

“She went to Anfield and fell in love with it. She watched a few games alone, to feel the atmosphere, because she wanted to imagine me in this stadium.

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“All the time we were talking. ‘What do you think, Mom?’ She’d say, ‘For me, you have to go to Liverpool. I said, ‘O.K., O.K., O.K.!’ because Jürgen Klopp was an amazing manager. I met him and had a wonderful relationship with him. I had big respect for him.”

Klopp later described the attempt as “the most expensive non-transfer we [Liverpool] invested in,” and recalled the unusual private-jet meetings that took place during the chase. But Mbappé made clear that his mind was elsewhere. “I said to him, ‘Whatever decision I take is going to be a good decision because we are talking about some of the biggest clubs in the world.’

“It’s a funny story. But in the end I took the decision to go to PSG because for me, born and raised in Paris, there was no better feeling than to show I could be a star in my home town.”

His mother had one final reaction after the PSG move. “You’re a genius at football, Kylian,” Mbappé’s mother told him in the summer of 2017 when he moved to PSG. “Aren’t you going to be bored in Ligue 1?”

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Mac Allister steps back from contract comments as Liverpool call remains unresolved

Mac Allister says his contract comments came from emotion, not criticism, as Liverpool weigh his future.

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Alexis Mac Allister has softened the tone of his recent remarks about his Liverpool future, saying his comments were driven by emotion rather than any attempt to criticise the club.

The midfielder had disclosed that his agent was told during contract discussions that Liverpool are “not in a position to renew”, with his current deal running to 2028. He also said he had rejected the chance to leave in the summer transfer window, which left the impression that he was applying pressure publicly. Two weeks later, while arriving in Argentina for national team duty, he made clear that was not his intention.

“In that press conference, because they were asking me a bit about my future, it just came from within,” he admitted. “It was more about my emotions than judging the club or anything like that. In the end, they’re the ones who handle these things and make the decisions. That’s fine with me.”

Mac Allister remains under contract for this season and next, and he has previously said he would “give 100% for [Liverpool] … until the last day I’m here”. He still hopes for a new agreement, but also accepts that the situation may move in a different direction.

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“Hopefully it’ll be for more years,” he said of his time at Liverpool. “But if it’s two, that’s absolutely fine. I’ll enjoy it, enjoy it with my family, because I have no doubt it’s one of the best clubs in the world.”

From Liverpool’s point of view, a long extension does not appear as straightforward as the deals handed to Gravenberch and Szoboszlai. The club is wary of committing heavily to a player who turns 30 in December 2028, especially with resale value in mind and recent examples shaping caution.

If a renewal does not happen, the most logical outcome would be a sale next summer. Real Madrid have previously been linked, while Paris Saint-Germain could also view him as a possible answer to Fabián Ruiz, who turns 31 this season.

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