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.”

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.

Mohamed Salah expressed heartfelt sentiments on social media following Luis Díaz’s departure from Liverpool. The Egyptian forward, who has shared considerable playing time with Díaz, praised the Colombian’s influence and resilience during his tenure at Anfield.

“Your energy, drive and passion on the pitch have left a mark that won’t be forgotten,”

Salah wrote on Instagram. “We were truly lucky to have you at Liverpool, and it’s been an honour to share part of your journey and success story.

“As a teammate, you were more than reliable, you were inspiring. As a friend, even more so.”

Salah also acknowledged Díaz’s perseverance through personal adversity, referring to the kidnapping of Díaz’s father in late 2023. “We all saw the strength it took to keep going through the tough times off the pitch. What you went through would’ve broken most, but you came back strong and gave everything for the club. That kind of resilience sets an example for others and earns nothing but respect. Wishing you all the best for what’s next, Lucho. Keep making your people proud.”

Following Díaz’s move from Liverpool, the club aims to channel the funds from his sale into securing Newcastle United striker Alexander Isak. However, Newcastle have rebuffed an opening offer exceeding £110 million ($145.4 million), leaving Liverpool’s pursuit uncertain for now.

Díaz briefly overlapped with Florian Wirtz at Liverpool after the German international joined from Bayer Leverkusen this summer. The two shared training sessions and discussed Díaz’s transition to Bayern Munich, where Díaz recently moved. Speaking at his unveiling, Díaz said, “I was already familiar with the German league and know roughly what kind of football is played here. But yes, I had the opportunity to speak with Florian. The league is different from the English one, but it’s also intense and physical. Football is also well played here, there are great teams, and the stadiums are always full.

“Florian also told me that the city is great and that I would really enjoy it here. He also wished me the best of luck. I’m very grateful to him.”

Liverpool has reportedly reconsidered its pursuit of Newcastle United’s Alexander Isak following the rejection of their first formal bid. The opening offer, estimated around £110 million, fell short of Newcastle’s valuation and was firmly declined. Earlier reports hinted Liverpool might prepare a second offer, but the Premier League champions now view the deal as unfeasible this summer. While some suggested Newcastle could soften its stance given Isak’s desire to leave, the club’s steadfast refusal has cast doubt on Liverpool’s ability to finalize the transfer.

Liverpool has been active in the transfer market, securing several attackers including Hugo Ekitiké. Nevertheless, the Reds still possess the financial means and sporting need to invest further after recently selling Luis Díaz to Bayern Munich. The situation with Isak remains a significant challenge for Liverpool’s transfer strategy this window.