Liverpool Football Club has officially announced a new multi-year partnership with sportswear giant Adidas, set to kick off on August 1, 2025. This marks the third time the two powerhouses have joined forces, following successful collaborations from 1985-1996 and 2006-2012. With nostalgia in the air and high expectations on the ground, fans are eager to see what this renewed alliance will bring.
After a five-year stint with Nike, Liverpool is swapping the swoosh for the three stripes once again. The timing of this shift is particularly intriguing, as Adidas has been aggressively strengthening its presence in the Premier League, securing deals with other major clubs. This reunion is not just about jerseys; it’s a strategic move designed to enhance Liverpool’s global brand and commercial revenue.
The Money Behind the Deal
The financial figures of Liverpool’s agreement with Adidas are nothing short of staggering. The club will rake in over £60 million per season, comprising a base fee of £30 million with additional royalties based on kit sales and the team’s performance. Over the course of five years, the total value of the contract is expected to exceed £300 million.
While this is a significant boost for Liverpool, it places them just behind their fierce rivals Manchester United, who pocket £90 million per year from Adidas. Arsenal, another Adidas-backed club, earns £75 million annually, while Manchester City’s deal with Puma brings in £65 million per year. Interestingly, Liverpool’s agreement matches Chelsea’s £60 million per season contract with Nike, positioning them among the Premier League’s top earners in kit sponsorship.
Adidas vs. Nike: The Switch Explained
Liverpool’s decision to part ways with Nike and embrace Adidas again raises some eyebrows. Nike’s tenure saw the club don some of the most commercially successful kits in its history, yet Adidas brings a legacy that resonates deeply with many Liverpool fans.
The switch likely stems from Adidas’ more aggressive revenue-sharing model, allowing Liverpool to benefit more directly from soaring kit sales. Additionally, Adidas has a history of producing some of the club’s most iconic kits, and fans have long clamored for a return to those designs. With Adidas’ expertise in high-performance sportswear, this move could also have tangible benefits for player comfort and performance.
What the Big Names Are Saying
Liverpool CEO Billy Hogan expressed his enthusiasm about rekindling the relationship with Adidas, emphasizing their shared ambition for excellence. “We’re thrilled to partner with Adidas again,” Hogan stated. “Their legacy in football is unparalleled, and together, we aim to create kits that will be remembered for generations.”
On the other side, Adidas CEO Bjørn Gulden highlighted Liverpool’s status as an iconic club. “Liverpool is a global powerhouse, and we are excited to develop innovative and stylish sportswear that honors their history while pushing boundaries in performance apparel,” he remarked.
Kit Reveal Timeline and Fan Reactions
Although the partnership officially begins on August 1, 2025, Liverpool will continue to wear Nike kits during their pre-season matches. The highly anticipated first appearance of the new Adidas kits is expected in the red’s opening match of the 2025/26 Premier League season on August 16, 2025.
Fan reactions have been overwhelmingly positive, with many expressing excitement over the return of Adidas’ classic designs. Social media has already been flooded with concept kit designs, with fans speculating about potential nods to past Adidas masterpieces from the red’s golden eras.
Liverpool Strategic Move for the Future
Beyond just aesthetics, this deal signals Liverpool’s commitment to aligning with partners who share their vision and global ambitions. With Adidas’ strong global reach and marketing expertise, this partnership is expected to boost the red’s commercial growth significantly.
As the red and Adidas embark on this new chapter, the football world eagerly awaits the first glimpse of the fresh kits and the legacy they will help build. One thing is certain—Anfield will soon be a sea of three stripes once more.
