LFC 2025-26 kit. Adidas Returns

https://www.sportbusiness.com/news/exclusive-liverpool-set-for-adidas-kit-deal-from-next-year/

Liverpool FC is poised to announce a new kit supplier deal with Adidas that will begin with the 2025-26 season, SportBusiness can exclusively reveal.

Following a recent tender process, Adidas is understood to have been identified as the winning bidder in a deal that would run for five seasons, from 2025-26 to 2029-30, reuniting the pair once again after a 13-year hiatus.

SportBusiness understands that incumbent Nike and rival Puma were also actively interested in the contract.

Nike has been Liverpool’s kit supplier since the 2020-21 season, with that deal only coming about after the Premier League club won a court case against then incumbent supplier New Balance, which had claimed matching rights to Nike’s bid.

Nike only pays Liverpool a base fee of £30m ($37m /€34.8m) per season, a relatively low sum for a top-tier kit deal, albeit Liverpool was thought to be attracted by the US sportswear giant’s marketing and distribution clout. In addition, royalty payments on net sales of replica sportswear are thought to push that annual figure beyond £50m per year.

New Balance had been paying Liverpool a base of £25m per year between 2015 and 2020, a period that saw the club win its first league title in 30 years and sixth European Cup.

SportBusiness understands the new Adidas-Liverpool agreement would be higher than the c. £50m paid out under the Nike contract, albeit would fall well short of the league-wide record £90m that Manchester United receives per season, also from Adidas.

Manchester United, Liverpool’s bitter rival, renewed its deal with Adidas for a further 10 years until 2035 back in July 2023, with the annual minimum cash guarantee payment rising by £15m from £75m, subject to certain adjustments.

Contacted by SportBusiness, both Adidas and Liverpool declined to comment.

While Puma was “at the table”, a source told SportBusiness, the German firm is “all in” with Manchester City, Liverpool’s rivals at the top of the Premier League for the past few seasons.

The Merseyside club and Adidas were also partners from 1985 to 1996, and then between 2006 and 2012.

Adidas, which signed Liverpool and England star Trent Alexander-Arnold to a lucrative boot deal late last year, is on an aggressive push in the wake of its shock loss of the German Football Association (DFB) contract to Nike from 2027.

Adidas had been the DFB’s kit sponsor for more than 70 years and its current deal, from 2022 to the end of 2026, is said to be worth in excess of €50m ($54.3m) per year. Nike’s annual offer is said to be close to double that.

https://www.footyheadlines.com/2024/08/nike-will-only-have-six-european-elite.html

https://www.footyheadlines.com/2024/08/nike-will-only-have-six-european-elite.html

According to your article, we are moving from Nike and going to Adidas.

According to your article, we are moving from Nike and going to Adidas.

I didn’t write it but that’s the rumour.

At least Nike going out with an all timer with the white jersey.

I didn’t write it but that’s the rumour.

At least Nike going out with an all timer with the white jersey.

You know what I meant. I bought the home kit and I love it.

Don't usually comment on kits but our third kit is the nicest of the 3, closely followed by the away kit.

& probably in the minority here but I actually think the swoosh being rotated looks better.

Home kit is just pure muck, how that even passed quality control is baffling.

You know what I meant. I bought the home kit and I love it.

Nah. I used to write articles, so when I see "your article" it registers as something I've written.

But anyway, yes.

Nike has lost almost half of its top teams since 2020 - the loss of Liverpool is by far the biggest

Nah. I used to write articles, so when I see "your article" it registers as something I've written.

But anyway, yes.

Nike has lost almost half of its top teams since 2020 - the loss of Liverpool is by far the biggest

Don't worry mate.

I don't think that this comes as a surprise.

https://x.com/R4ulito__/status/1823069191571923248

Please no more green kits.

& the crest on the first shirt in the white oval background on the second shirt would hit different.

Don't usually comment on kits but our third kit is the nicest of the 3, closely followed by the away kit.

& probably in the minority here but I actually think the swoosh being rotated looks better.

Home kit is just pure muck, how that even passed quality control is baffling.

Hated the 3rd kit when I saw it but I've fallen in love (maybe 3-0 against Manure had something to do with it, who knows?), even with the down tick which just looks wierd.

Agree, the home kit sucks (although if we win the league it's our best shirt ever ) 

https://x.com/DagnallJames/status/1834286541943853188

Please no more green kits.

& the crest on the first shirt in the white oval background on the second shirt would hit different.

Crest on the first shirt of the crest going back to Barnes, Beardo and Aldo's first season.

https://x.com/FumlerRawk/status/1835037859239084146?t=ad24rvKR98gsvG096eXZFQ&s=19

https://x.com/TheAnfieldTalk/status/1838531657634136271?t=Eu1VqjPdnZDZt27ooMOgLA&s=19

https://x.com/FumlerRawk/status/1835037859239084146?t=ad24rvKR98gsvG096eXZFQ&s=19

https://x.com/TheAnfieldTalk/status/1838531657634136271?t=Eu1VqjPdnZDZt27ooMOgLA&s=19

I'd say that won't be a million miles away.

Isn't it the case that the first leaks almost always turn out to be the final kits?

That green kit is sick.

https://x.com/FumlerRawk/status/1835037859239084146?t=ad24rvKR98gsvG096eXZFQ&s=19

https://x.com/TheAnfieldTalk/status/1838531657634136271?t=Eu1VqjPdnZDZt27ooMOgLA&s=19

They look pretty damn good tbh

Like the kits we had during that fateful Hodgson season

https://x.com/FumlerRawk/status/1835037859239084146?t=ad24rvKR98gsvG096eXZFQ&s=19

https://x.com/TheAnfieldTalk/status/1838531657634136271?t=Eu1VqjPdnZDZt27ooMOgLA&s=19

They ooze class 

Adore them sooooo much.

:f_whistle
:
They ooze class

 

Adore them sooooo much.

I dunno Cas, I reckon we should swap that green one for Blue, after all it’ll be the only blue shirt from Merseyside in the EPL next season 🤣🤣🤣🤣🤣🤣🤣


YNWA

I'd say that won't be a million miles away.

Isn't it the case that the first leaks almost always turn out to be the final kits?

Don't like either of them. Need to be a bit more inventive in design. All look a bit basic and same old.

I like them!
I just hope they don’t have that soaked back look like the United shirt has… it looks like their back is drenched in sweat before the game even starts.

I dunno Cas, I reckon we should swap that green one for Blue, after all it’ll be the only blue shirt from Merseyside in the EPL next season 🤣🤣🤣🤣🤣🤣🤣


YNWA

That made me PMSL Billy 

https://x.com/FumlerRawk/status/1839280075943866422

They ooze class 

Adore them sooooo much.

Wouldnt be a fan of the stripes on the shoulers of the home shirt. I like it to be all red.

I like the away shirt in white ... but id prefer a badge the same as the home shirt but in red obviously.

Wont be sad to see the back of Nike.