From The Athletic re shirt sales:
"In addition, The Athletic can reveal that Liverpool’s £30-million-per-season Nike kit deal does not contain a penalty clause if Liverpool spend a season out of the Champions League. However, should Liverpool fail to qualify for a second consecutive season, Nike have insisted upon a small percentage drop in the base income. In addition, Liverpool would miss out on incentives included in their deal with Nike, such as a £2 million bonus for winning the Premier League, in addition to a £4 million bonus for lifting the Champions League or £2 million for finishing as runners-up. The latter clauses are of course still available to Liverpool in the tournament this season.
Liverpool’s financial prospects have also been hampered by the impact of the COVID-19 pandemic on merchandise sales. Liverpool’s £30 million guaranteed income is lower than the £50-million-per-year deals that Tottenham and Chelsea previously negotiated with Nike and less than the £45 million base income included in their previous deal with New Balance. Liverpool expected to overcome this differential and make significant gains by securing 20 per cent of the net sales of Nike-produced Liverpool products. The club hoped this would outdo the higher basic income on offer from New Balance. Moreover, Nike insisted that influencers such as musician Drake and tennis star Serena Williams would support the promotion of Liverpool’s Nike merchandise.
Their hopes would have been boosted by Nike’s first kit for Liverpool being launched in the aftermath of the club’s first Premier League title. However, it is understood that initial income has been a little lower than originally hoped, partially due to the kit being launched later than usual due to the later start to this campaign while manufacturing and retail sectors were hit by the pandemic. As such, Liverpool’s hopes of yielding an overall return of between £60 million and £70 million would appear uncertain at this stage, although sources insisted the deal is “tracking well”.