In a recent report by SportBusiness, it’s been revealed that Adidas has outbid Nike for the kit sponsorship of Premier League club Liverpool. Adidas will assume the role in 2025, replacing Nike after a relatively short five-year tenure. This transition follows Nike’s takeover from New Balance as LFC’s technical sponsor in 2021, a move spurred by a court case where NB lost out on matching rights for the team.
While specific financial details haven’t been disclosed, the report suggests that Adidas will likely exceed Nike’s approximate £50 million (€58.2m) in total annual payments. However, it falls short of the £90 million a year earned by Manchester United. This development signifies a significant shift in the sponsorship landscape of one of England’s most renowned football clubs. With Adidas stepping into the picture, it not only underscores the brand’s commitment to elite football but also hints at the competitive nature of securing top-tier partnerships in the sporting world. On the other hand, Adidas’ long-term contract with DFB will soon end, and Nike will be the one taking it over.
