English soccer giants Liverpool have reportedly agreed a lucrative new long-term kit supply deal with German sportswear giant adidas from the 2025-26 season.
The brand is set, according to media, to become the Premier League club’s kit supplier when US rival Nike’s five-year contract expires at the end of this season.
Adidas has secured a five‑year contract after beating off competition from NIKE and fellow German brand Puma in a tender process.
The deal, which will run through the 2029-30 season, will reportedly be worth more than £60 million per year for Liverpool, putting it among the biggest kit deals in the English top-flight.
The club believe it will bring their kit earnings in line with Arsenal, Manchester City, and Chelsea, who all receive between £60 million ($77.8 million) and £65 million from deals with Adidas, Puma, and Nike respectively.
At present, Nike’s deal with Liverpool is worth a basic £30 million per year.
With the Merseyside outfit receiving 20% royalty payments, performance‑related bonuses, and an association with various Nike-backed sports stars such as basketball icon and Liverpool shareholder LeBron James, the total can be closer to £60 million a season.
The biggest kit supply deal in the Premier League is presently Manchester United’s £90 million per year agreement with Adidas. The two parties signed a 10-year extension last year.
Liverpool began a five-year agreement with Nike at the start of the 2020-21 season despite the best efforts of US brand New Balance to retain its long-standing partnership with the club.
The US sportswear firm took Liverpool to court over their alleged refusal to respect a ‘matching clause’ in the existing contract, enabling it to compete with a lucrative offer from Nike.
Liverpool argued that New Balance, which paid about £40 million annually, had not matched the offer as the company could not compare with Nike’s distribution network comprising over 6,000 stores worldwide, 500 owned by Nike itself.
A UK High Court sided with the club which allowed them to conclude negotiations with Nike.
New Balance launched an appeal against the decision which was rejected by the Court of Appeal.
The new deal with Adidas will see Liverpool reunite again with the German brand, which last supplied the club’s kit between 2006 and 2012.
Before that, Adidas also had a relationship with the teams from 1985 to 1996.
The firm also has endorsement deals with several Liverpool players including Mohamed Salah, Trent Alexander-Arnold, Luis Diaz and Alexis Mac Allister.
The addition of Liverpool will make Adidas the dominant kit supplier in the Premier League as it also has a deal with Arsenal until 2030.
The brand’s soccer portfolio also includes European heavyweights Real Madrid, Bayern Munich, and Juventus.
In terms of other major commercial partners, Standard Chartered Bank, the British-based financial services firm, is Liverpool’s front-of-shirt sponsor, while travel website Expedia is the club’s sleeve sponsor, with both deals running through the 2026-27 season.
Liverpool are currently top of the Premier League after seven wins and one defeat from their opening eight games.
