Liverpool's Massive Adidas Kit Deal: The Eye-Watering Sum Revealed
Liverpool's massive kit partnership with adidas officially began on Aug. 1 as the club revealed their fresh home and away jerseys for the 2025–26 season.
The Reds have previously collaborated with adidas on two occasions, initially from 1985 to 1996, then returning to the sportswear giant from 2006 to 2012. Liverpool's most recent supplier was Nike, but that partnership only lasted five years.
Liverpool stands to benefit enormously from their fresh agreement with Adidas, who also supply kits for Arsenal, Manchester United, Real Madrid and Bayern Munich, among other major clubs.
But what exactly will Liverpool earn from their new kit partnership?
What Is Liverpool's Adidas Deal Worth?
Although the precise figures for Liverpool's 10-year contract with adidas remain undisclosed, they will certainly represent a substantial improvement over their previous Nike terms.
From 2020 to 2025, the Reds secured a contract valued at £30 million ($39.7 million) annually with Nike, though they earned considerably more each season through a 20% royalty share from merchandise sales. For instance, during 2023–24, Liverpool generated as much as £122.8 million ($162.5 million) from their partnership with the American brand.
Initial reports suggested Liverpool's fresh adidas contract would be worth twice as much. However, according to The Athletic, while the "figures remain confidential", the Reds are expected to earn significantly more than the rumored £60 million ($79.4 million) total, with final amounts dependent on team success and overall sales performance.
"With kit deals, there are so many variables," Liverpool's chief commercial officer, Ben Latty, explained to The Athletic. "It's really hard to compare a kit deal with Liverpool to a kit deal with a competitor. The way we run our merchandising business is completely different to most other clubs as we do everything ourselves. Some clubs are happy to outsource it.
"We had record kit sales year on year [with Nike]. It was a competitive situation, and varying factors meant that adidas were the party we moved forward with. They have been great in that, as long as it doesn't impact their business, we can do what we want. That's a successful part of the merchandising business we've got as we look to keep growing."
Although not the most valuable kit contract in Premier League history, Liverpool are positioned to earn substantial revenue from their renewed partnership with adidas.
When Will Liverpool Debut Their New Kits?
Liverpool have been required to wear last season's home and away jerseys during their four pre-season matches so far, including their most recent 3–1 win against Japan's Yokohama F. Marinos at the end of their Asian tour.
However, now that Liverpool's adidas partnership has officially launched and their new kits have been revealed, the Reds will wear the home jersey during their double-header against Athletic Club at Anfield on Aug. 4.
The away jersey will probably make its debut in the Community Shield on Aug. 10 versus Crystal Palace, with Liverpool switching back to their home kit for their Premier League season opener against Bournemouth five days afterward.