April 13 – Liverpool have launched then new home kit with their new kit sponsor New Balance for the 2015/16 season.
New Balance will take over from subsidiary company Warrior as Liverpool’s kit sponsor next season. The new deal is believed to be worth a minimum of $40 million (£26 million) per year for the Anfield-based club but that could rise based on club performance.
New Balance have moved quickly in the UK football club market, also picking up kit sponsorship of Scottish Premier League leaders Celtic in a deal estimated to worth $5.8 million per year, the biggest ever for the club and easily the largest sponsorship in club football in Scotland.
The Liverpool design is linked to New Balance’s new LFC campaign, #HoldNothingBack, which trades on the team and fans’ attitude towards the club, and is reminiscent of shirts worn by the dominant Liverpool side in the 1980s. The kit celebrates some of the classic moments in Liverpool’s history with crowd scenes from the Kop hinted at in the mosaic of the shirt.
New Balance says it has used the latest innovations in the new kit incorporating NB Dry technology that helps keep the body cool and dry whilst being active. According to the club press release: “The moisture wicking fabric releases moisture away from the body, making it fast drying, and it is anatomically fitted to form around the player’s body shape for ease of movement.
“Finished with mesh panelling under the arms, the design aims to help airflow around the body. Twin needle stitching runs around the circumference of the shirts hem and twin heat transfer tipping to the cuff gives a seam-free finish and to prevent abrasion.”
General Manager of New Balance Football Richard Wright said: “As we enter into a new era between New Balance and Liverpool Football Club, we want to celebrate the sacred bond between the club, the fans and the players. We have worked closely with LFC throughout the design process and I believe the product team has captured this bond in the shirt textile design. At New Balance we pride ourselves in being at the forefront of technical innovation and this shirt sets the benchmark for football performance wear.”
The kit is available to pre-order now and will be available to buy from May 14.
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