Liverpool have officially launched their new home and away kits for the 2025\u201326 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.<\/p>\n
Though the exact financial terms of the 10-year deal remain confidential, this agreement is expected to be a substantial upgrade on Liverpool\u2019s previous contract with Nike, which ran from 2020 to 2025. Under the Nike deal, Liverpool earned a base of \u00a330 million annually, but revenue was far higher due to a 20% royalty on merchandise sales. For instance, in the 2023\u201324 season, the club generated as much as \u00a3122.8 million from this partnership.<\/p>\n
Reports speculated that Liverpool’s new contract with adidas could be worth double that figure. According to The Athletic<\/em>, the club may earn significantly more than the initially rumored \u00a360 million, with exact totals dependent on team performance and merchandise sales.<\/p>\n Ben Latty, Liverpool\u2019s chief commercial officer, commented on the complexity of kit contracts: “With kit deals, there are so many variables. It\u2019s 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\u2019t impact their business, we can do what we want. That\u2019s a successful part of the merchandising business we\u2019ve got as we look to keep growing.”<\/p>\n 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\u2019s kits in four preseason friendlies, including a 3\u20131 victory over Japan\u2019s 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.<\/p>\n","protected":false},"excerpt":{"rendered":" Liverpool’s new kit deal with adidas for 2025\u201326 promises significant financial gains over past contracts.<\/p>\n","protected":false},"author":1,"featured_media":1004,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[175],"tags":[],"class_list":["post-1005","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-liverpool"],"_links":{"self":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/posts\/1005","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/comments?post=1005"}],"version-history":[{"count":1,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/posts\/1005\/revisions"}],"predecessor-version":[{"id":1007,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/posts\/1005\/revisions\/1007"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/media\/1004"}],"wp:attachment":[{"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/media?parent=1005"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/categories?post=1005"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.weplayfpl.com\/news-articles\/wp-json\/wp\/v2\/tags?post=1005"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}