Liverpool, the heavyweight English soccer club, has confirmed a lucrative new long-term kit supply deal with German sportswear giant Adidas from the 2025-26 season.
The brand will take over as the Premier League club’s kit supplier when US rival Nike’s five-year contract expires at the end of July.
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Adidas has secured a five‑year contract after beating off competition from Nike and fellow German brand Puma in a tender process.
The long-term contract will commence on August 1, with Adidas to supply Liverpool with match kit, training kit, and “culture wear” for all men’s, women’s, and academy teams and LFC Foundation staff.
hello again, Liverpool ❤️
01/08/2025 pic.twitter.com/lKlheFeDJw— adidas Football (@adidasfootball) March 10, 2025
Given Liverpool’s deal with the German firm does not begin until August, they will likely continue to play in Nike kits during pre-season. The team is expected to tour the Far East ahead of the 2025-26 campaign.
The deal, which will run through the 2029-30 season, is reportedly worth between £60 million ($77.5 million) and £70 million ($90.4 million) per year for Liverpool, putting it among the biggest kit supply agreements in the English top-flight. The agreement will be further incentivized by on-field performances.
The club believes it will bring its kit earnings in line with rivals Arsenal, Manchester City, and Chelsea, who all receive between £60 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 in 2023.
Billy Hogan, chief executive at Liverpool, 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 LFC 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. We’d like to thank Nike for their support over the last five years and wish them well for the future.”
Bjørn Gulden, chief executive at Adidas, added: “We are extremely excited that Adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base.
“The jerseys worn during previous partnerships are some of the greatest ever created. We are honored to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”
Liverpool began a five-year agreement with Nike at the start of the 2020-21 season when it replaced US brand New Balance.
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 team from 1985 to 1996.
The firm also has endorsement deals with several Liverpool players including Mohamed Salah, Trent Alexander-Arnold, Luis Diaz, Curtis Jones, 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 is currently 15 points clear at the top of the Premier League and on course to win a 20th league title.
