Adidas and the club will sign a five-year partnership in August to start together in the 2025/26 season.
After taking market share from Nike over the past two years, Adidas is signing a multi-year partnership with Liverpool Footbal Club (LFC) to become the official kit partner for the 2025/26 season. From Aug. 1, 2025, LFC will wear Adidas for the third time in its history. Adidas last held the LFC kit contract from 2006 to 2012.
According to British media reports, the deal between Adidas and LFC is a five-year agreement worth more than £60 million (€71.5m) per year and €357 million in total.
SGI Europe wrote about this a year ago, in the spring of 2024, but more details have since come to light, according to British media.
“Everyone at the club is incredibly excited to welcome Adidas back into the LFC family,” said Billy Hogan, the club’s CEO. “We have enjoyed fantastic success together in the past and have created some of the most popular LFC kits of all time. It’s the perfect time for us to work together again and we look forward to creating more iconic kits and continuing the success on the pitch that will build on our wonderful history together.”
LFC and Adidas previously worked together from 1985 to 1996 and again from 2006 to 2012, when the club won three league titles and 11 cup titles. Some of its most popular kits are from that era. The announcement came after the men’s team finished atop the domestic league and qualified for the UEFA Champions League knockout stages, while the women’s team has established itself at the highest domestic level.
“We are delighted that Adidas and Liverpool Football Club are working together again,” said Bjørn Gulden, CEO of Adidas AG. “The club is one of the biggest and most iconic names in world football with a huge fan base.”
Adidas said the deal with LFC builds on the company’s existing relationships with many Liverpool players, including Mohamed Salah, Trent Alexander-Arnold, Curtis Jones, Darwin Núñez, Alexis Mac Allister, Diogo Jota, Luis Díaz, Ryan Gravenberch, Fuka Nagano, Mia Enderby and Jenna Clark.
Details of the first Adidas x LFC kits will be announced via the club and Adidas channels on Aug. 1.
