Fans rejoiced last month when it was revealed that Liverpool’s kits were going to be supplied by Adidas starting from next season.
Adidas last supplied Liverpool in the 2011-12 season, but with retro kits being truly in vogue right now fans were anticipating the rehashing of any of the iconic kits from the mid-1980s through to the mid-90s.
And rumoured leaks look promising, with the third kit allegedly using the sea green kit that became so iconic in that 90s period.
But beyond the pure aesthetic principle, the deal will be incredibly lucrative for the club.
The Guardian are reporting that Liverpool expect to bring in more than £60m a year under the five-year contract with Adidas. This is over double the £30m that their current deal with Nike procures.
But it is also important to put these numbers into context. Liverpool’s current Nike deal is the 10th-biggest kit deal in the world, according to The Mirror. As a result, doubling that number will allow Liverpool to reap enormous benefits both on and off the pitch.
If the Adidas deal is as its rumoured top end then Liverpool have struck the fifth-largest kit deal in the world, tying Manchester City’s current £65m deal with Puma, and just above Chelsea and Arsenal’s £60m deals with Nike and Adidas, respectively.
Liverpool earn 5th-largest kit deal with Adidas
It is the rightful place for the team to be and represents the monumental leap that the club has taken as an institution since announcing the current Nike deal in early 2020. There is no doubt that the Premier League title, third Champions League final and raft of marketable stars such as Mo Salah and Trent Alexander-Arnold inflated the value to the level it is set to become.
Only PSG, Manchester United, Barcelona and Real Madrid will have more lucrative kit deals in the football world.
The Parisians pocket £68.7m per year from Nike and their Jordan collaborations, whilst Adidas handed Man United a £75m a year deal.
And the Spanish giants both break three figures, with Barcelona netting £100m from Nike and Real £110m from Adidas, showcasing the dominance the sides still wield over the market.
If the past few years have proved anything it is that on-pitch performance is a key driver of revenue in all regards (unless you’re Manchester United, apparently). If Arne Slot’s men can keep up their current performances whilst donning Adidas like Liverpool teams of old then the club will be set to reap the rewards significantly.
