Liverpool change sponsors in multi-million dollar deal
The English will swap Nike for Adidas, from 2025/26, and will receive a total of almost 400 million euros fixed
Liverpool have announced that Adidas will be their new sponsor from the start of next season, so this deal will come into effect on 1 August 2025, after the current contract with Nike ends at the end of this season.
The Reds did not specify the details of the agreement, but according to the English press, the contract is valid for five years, with the club receiving more than 70 million euros fixed, per year, as well as bonuses related to sales and the success of the team.
In recent years, the club has had a contract with Nike, for which it received a fixed amount of 40 million euros, plus 20% of sales of club merchandise in all of the company’s official stores.
Liverpool will therefore wear Adidas kits again for the first time since 2012 and for the third time in their history: the first time was in 1985 and 1996 and the second between 2006 and 2012, periods in which they won three English league titles and three FA Cups.
“Together we have achieved fantastic successes in the past and created some of the most iconic Liverpool kits of all time. We share a shared ambition to win and are thrilled to be collaborating again, looking forward to creating more incredible kits to help us shine on the pitch. We thank Nike for their support over the last five years and wish them all the best for the future,” said Billy Hogan, Liverpool Chief Executive .
“We are very excited about the new partnership between Adidas and Liverpool . The club is one of the biggest and most iconic names in world football, with a huge fan base. The kits they have worn during previous partnerships are among the most iconic ever. It is an honour to once again provide the players with cutting-edge technology to enable them to compete at the highest level and we look forward to creating more classics for the fans,” said Bjorn Gulden, CEO of Adidas.
