Adidas snatches Liverpool kit deal from Nike in a major shake-up

Adidas has secured Liverpool’s kit deal, reclaiming a spot as the club’s official supplier after a competitive tender process against Nike and Puma. This move strengthens Adidas’ hold on elite football partnerships, marking a major win after recently losing the German FA’s kit sponsorship to Nike.

For Liverpool, this deal represents a smoother transition than their last supplier switch in 2020, which involved a legal battle with New Balance. The sportswear brand had attempted to match Nike’s offer, but the court ruled in Liverpool’s favor, citing Nike’s superior marketing power through global icons like LeBron James.

Nike’s current deal with Liverpool pays a £30 million base fee, with royalties bringing the total closer to £50 million per season. While the new Adidas contract may not reach the record-breaking £90 million that Manchester United receives, it still provides a significant financial boost for the Reds.

Adidas has been aggressively expanding its football portfolio. In November, the company secured a boot deal with Liverpool defender Trent Alexander-Arnold, prying him away from Under Armour. Now, they have added his club to their roster, further solidifying their dominance in the football apparel market.

Looking ahead, Adidas is expected to continue its push for top-tier partnerships. The French Football Federation (FFF) is rumored to be a potential target, reinforcing the fierce competition in the kit supplier industry.