March 10 – Premier League Liverpool have secured a major commercial boost by reuniting with Adidas in a kit deal reportedly worth at least £60 million per year.
The new agreement, set to begin in August, marks a return to the German sportswear giant after a 12-year hiatus and is expected to include performance-based incentives to further boost the club’s earnings.
The Reds previously wore Adidas during trophy-laden periods, most notably from 1985 to 1996, and fans will welcome the return of a brand synonymous with some of the club’s most iconic kits.
The timing of the deal is significant, with Liverpool an absentee in the newly-announced Premier League Summer Series roster penned to take place in the United States this summer, where Nike, their outgoing kit supplier, remains deeply entrenched.
Instead, the club is reportedly exploring a pre-season tour in Japan and Hong Kong. Liverpool will still don Nike kits at the start of pre-season in July due to contractual obligations and the new deal not beginning until August.
Billy Hogan, Liverpool CEO, 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 Liverpool 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.
Adidas are returning at an exciting time, with Arne Slot’s side on a collision course to pick up a potential treble in the coming months. As things stand, they sit 15 points ahead of Arsenal at the top of the Premier League with ten games left to play.
The EFL Cup final against Newcastle United will be decided this weekend as the first opportunity to land some silverware in the Slot era, though the club have work to do to against PSG on Tuesday with one foot already in the UEFA Champions League quarter finals after a last gasp victory in Paris last week.
Contact the writer of this story, Harry Ewing, at moc.l1741631285labto1741631285ofdlr1741631285owedi1741631285sni@g1741631285niwe.1741631285yrrah1741631285