Back to the Roots: Liverpool FC Reunites with Adidas
Liverpool Football Club and Adidas have announced a multi-year ‘Back-to-the-Roots’ partnership set to begin on August 1, 2025, with Adidas replacing Nike as the club’s official kit supplier. The deal is valued at over £60 million per season, surpassing previous agreements with Nike. Liverpool and Adidas previously partnered from 1985 to 1996 and from 2006 to 2012.
Back to the Roots: A Successful Partnership
Liverpool and Adidas have a rich history of successful collaborations. Their first partnership, from 1985 to 1996, coincided with a golden era for the club, during which Liverpool secured multiple trophies. The iconic red kits with the three stripes became synonymous with success, embedding themselves into the memories of fans. The second partnership, from 2006 to 2012, also accompanied club success, further cementing the bond between the club and the brand. Supporters fondly remember the kits from these eras, considering them among the most iconic in the club’s history. If you’re interested in how former Liverpool FC coach and club legend Jürgen Klopp reinvented the club, then check out this story.
A Bright Future: Plans for Adidas and Liverpool FC
Both parties eagerly anticipate renewing their partnership. Billy Hogan, Liverpool’s CEO, emphasized their shared ambition for success and the chance to create future iconic kits. Similarly, Bjørn Gulden, CEO of Adidas, expressed pride in partnering with one of football’s most legendary clubs and reaffirmed Adidas’s commitment to equipping players with cutting-edge technology for peak performance. This collaboration seeks to drive innovation and redefine sports apparel, delivering top-tier quality and design for both players and fans. The announcement follows Liverpool’s recent Champions League exit in the Round of 16 against Paris Saint-Germain, where they lost in a penalty shootout at Anfield.
Record Revenues: Deal Brings £60 Million per Season
Liverpool’s new partnership with Adidas includes a base fee of £30 million per season, supplemented by a 20% royalty on net sales of club merchandise. This structure could elevate the annual value beyond £60 million, aligning Liverpool’s earnings with other top Premier League clubs. The agreement surpasses previous kit deals with New Balance and Nike, marking a record for the club. Fans eagerly anticipate the first Adidas-designed Liverpool kits, scheduled for release on August 1, 2025, blending tradition with modern innovation. This partnership not only signifies a lucrative financial agreement but also represents a strategic move to strengthen Liverpool’s global brand presence, leveraging Adidas’s extensive reach and marketing power.
