Adidas has officially acknowledged its upcoming kit deal with Liverpool, playfully calling it “the worst kept secret in football.” The switch from Nike has been widely expected, but fresh details about the agreement’s financial impact are now emerging, offering insight into how the Reds could benefit from their return to the German sportswear giant.
Liverpool will join a host of Premier League clubs already wearing Adidas, including Arsenal and Manchester United. The brand has dominated the English top flight, supplying kits to the most clubs in eight of the last 10 seasons. While success has been mixed for its biggest clients, Arne Slot will hope to bring silverware to Anfield — a feat that would trigger lucrative performance-related bonuses within the contract.
The base deal is worth $77.5m (£60m) annually, doubling the basic figure Liverpool received from Nike. While this falls short of Arsenal’s $97m and Manchester United’s $116m deals, Liverpool’s commercial team has a history of negotiating favorable sales percentages. Under Nike, they secured a reported 20% cut of kit sales, an unusually high share that significantly boosted revenue. If they’ve retained anything close to that percentage with Adidas, the long-term earnings could be enormous.
Liverpool’s deal spans five years, guaranteeing close to $400m before factoring in performance bonuses. In contrast, Manchester United committed to a decade-long deal, albeit with penalty clauses tied to Champions League qualification. United’s previous contract included a 30% revenue cut for missing out on Europe’s elite competition for two consecutive seasons, although this was reduced to a 10% penalty in the new agreement.
Arsenal, meanwhile, renewed its Adidas contract two years early in 2022, securing a pay bump to $97m per year. While Liverpool’s shorter-term arrangement means a slightly smaller base fee, it may allow for renegotiation sooner — especially if the team enjoys sustained success.
Liverpool has rotated kit manufacturers more than most elite clubs. This upcoming deal marks their third stint with Adidas, following partnerships from 1985-1996 and 2006-2012. Since then, they’ve tried other brands, including Warrior (later rebranded as New Balance) and, most recently, Nike. The club has also worked with Umbro and Reebok in the past, showing a willingness to shop around for the most advantageous terms.
Despite earning less upfront than some rivals, Liverpool’s commercial expertise and the team’s on-field potential make this deal a strategic win. Adidas is banking on the club’s global popularity and rich history, while Liverpool will aim to turn trophies into even bigger payouts. Slot’s appointment signals a new era, and if he can lead the team to silverware, the Adidas deal could end up rivaling, or even surpassing, those of Arsenal and Manchester United.
Ultimately, Liverpool’s return to Adidas feels like a natural reunion. If the club continues its upward trajectory, this partnership could be just as iconic as their previous collaborations — and just as financially rewarding.
