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‘Football heritage’: Liverpool fans react to new kit sponsorship

Liverpool fans have reacted to the exclusive reported by Jonathan Rest that the club's kit partnership with Nike is set to end at the end of the 2024/25 season. The five-year agreement began in 2020 and is set to conclude, according to reports from Sport Business.

With Nike set to step aside, Adidas are poised to become the new kit supplier from the beginning of the 2025/26 season on another five-year cycle. Liverpool fans have reacted to the announcement on social media.

Liverpool’s kit suppliers explained

Liverpool switched from New Balance to Nike as the main kit supplier in 2020. The current deal with Nike is estimated to be around a £30 million flat fee to Liverpool, with an additional £20 million going to the Merseyside club from the sale of branded merchandise.

It is understood that the new partnership with Adidas will be worth more than the £50 million paid out under the Nike contract. However, it will be significantly short of the Premier League record £90 million that north-west rivals Manchester United receive every season from Adidas. Liverpool have previously had their kits supplied by Adidas, most notably between 1985-1996 and 2006-2012.

Liverpool fans
Adidas were Liverpool's main kit supplier between 2006 and 2012 – Photo by Icon Sport

Sport Business also reported that Nike were interested in renewing the contract, as were Puma, but Liverpool have selected Adidas. In the exclusive, Rest added: “Contacted by SportBusiness, both Adidas and Liverpool declined to comment.

“While Puma was “at the table”, a source told SportBusiness, the German firm is “all in” with Manchester City, Liverpool’s rivals at the top of the Premier League for the past few seasons.”

Liverpool fans react to rumoured Adidas deal

On X.com, Liverpool fans reacted to the rumours that the club would be reigniting their kit partnership with Adidas. @lfcalsty99 said: Liverpool going back to Adidas in 25/26? Oh the nostalgia if this is true.”

@vsrsus added: “Liverpool and adidas is football heritage.”

Some fans even designed concept kits with current players in an Adidas-inspired Liverpool jersey. @AnfieldAgenda said: “Love these Adidas x Liverpol concepts from @lfcdzn11.”


Will Murray

Freelance football journalist. Experience writing for When Saturday, Comes, Goalkeeper.com, Elite Scholars and Total Football Analysis. Recently finished an MA in Sport Journalism at the University of Brighton. Long-time season ticket holder at the two-time European Champions Nottingham Forest.

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