Liverpool FC signs multi-year sponsorship deal with global sportswear brand adidas believed to be worth up to £70m a year. Tony McDonough reports
Global sportswear giant Adidas will replace Nike as Liverpool FC’s official kit partner in a new multi-year partnership.
Nike has been the club’s main shirt sponsor for the past five years, replacing the previous partner New Balance. Starting on August 1, the agreement with Adidas is believed to be worth up up to £70m a year.
LFC players will wear the iconic three stripes for the third time in the club’s history, with adidas supplying a range of match kit, training kit and culture wear to all men’s, women’s and Academy teams and LFC Foundation staff.
Liverpool and adidas partnered together through some of the club’s most successful eras and memorable trophy lifts, first from 1985 to 1996 and again from 2006 to 2012. During this time the Reds won multiple trophies, including three league titles and three FA Cups.
Billy Hogan, chief executive of LFC, said: “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 LFC kits of all time.
“Adidas and Liverpool share an ambition of 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.
“We’d like to thank Nike for their support over the last five years and wish them well for the future.”
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Details of the new adidas Liverpool kits – home and away – will be revealed via club and adidas channels and available to purchase from August 1.
Bjørn Gulden, chief executive at adidas, added: “We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base.
“The jerseys worn during previous partnerships are some of the greatest ever created. We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”