Liverpool deal with Adidas

Liverpool Football Club has announced a significant new partnership with Adidas, marking a return to the German sportswear giant as the club's official kit supplier from the 2025/26 season onwards. This multi-year agreement, valued at over £60 million per season, will see Adidas providing match kits, training wear, and culture wear for all men's, women's, and academy teams, as well as LFC Foundation staff.

The collaboration between Liverpool and Adidas is not unprecedented; the two entities previously partnered from 1985 to 1996 and again from 2006 to 2012. During these periods, the club secured numerous trophies, including three domestic league titles and eleven domestic cup victories. Some of the kits produced during these eras are considered among the most iconic in the club's history. 

Liverpool's Chief Executive Officer, Billy Hogan, expressed enthusiasm about rekindling the partnership, stating, "Everyone at the club is incredibly excited to welcome Adidas back into the LFC family once again. We have enjoyed fantastic success together in the past and created some of the most loved LFC kits of all time."

Adidas CEO, Bjørn Gulden, echoed this sentiment, noting, "We are very excited that Adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base." 

The new partnership is set to commence on August 1, 2025. Due to this start date, Liverpool will continue to wear Nike kits during the pre-season period before debuting the new Adidas kits for the 2025/26 Premier League season, which begins on August 16. 

Financially, this deal positions Liverpool among the top earners in kit partnerships within the Premier League. The agreement includes a base fee of £30 million per season, with additional royalties that could elevate the total to £60 million annually, depending on sales and on-pitch performance.