Football
27th Jun 2025
Liverpool and Adidas Kit Suppliers Contract (Money Breakdown)
Liverpool has signed new kit suppliers deal with Adidas which will be effective from 2025/26 season. The initial contract is for 5-years (2025/2030) where Adidas will pay Liverpool base fee of around £60 million a-year. In return Adidas take majority of club's sales for kits and other mechandise. There are team performance based incentives and bonuses which include £4 million for winning Premier League/Champions League and £2 million for winning any other major trophy.
| Liverpool-Adidas Kit Deal | DETAILS |
| Duration | 5 Years (2025/30) |
| Yearly Base payments | £60 million a-year |
| Royalties | 10% of all proceeds from clubs kit sales and merchandising |
| Team Performance Bonuses | Extra £4 million for winning EPL/UCL / £2 million for winning any other major trophy |
| Penalties | 25% on base yearly value (if Liverpool fail to qualify for UCL on consecutive seasons) |
| Which Liverpool team's are included ? | Both men's and women's Liverpool teams on all levels |
On paper Adidas deal looks more lucrative compared to Liverpool-Nike contract. However reality is different if we take a deeper look on financial numbers behind both deals.
Liverpool's previous Kit deal was with Nike signed back in 2020 for 5-years (2020-2025) which earned them guaranteed £30 million a-year. Plus heavily incentivised clauses which included percentage of sales for kits and other merchandise helping Liverpool earn way more then the base value. In-fact during 2023/24 season, Liverpool generated around £122.1 million from Nike Kit deal which included £30 million base payment and around 20% of all proceeds amounting to £80 million. This is according to UEFA annual report 2024 (The European Club Finance and Investment Landscape).
With new Adidas deal Liverpool might not be able to hit the same numbers in coming years. However the deal is structured in a way to keep Liverpool earnings from kit deal and merchandising on same level as the other big clubs in Premier League. Manchester United's guarateed £90 million a-year deal is the biggest in Premier League. While Arsenal have also negotiated better base value with Adidas taking it to £75 million a-year.
The difference comes how much control club has over their merchandising and kit sales proceeds. Most premier league clubs get 7.5% of proceeds from club related merchandise sales however Liverpool has done well in recent history to negotiate higher percentage.
Below is the breakdown of Liverpool's recent kit deals and how much they were worth for the club overall.
| KIT DEAL | BASE VALUE (Yearly) | ROYALTIES | DURATION |
| ADIDAS | £60 million | 10% of proceeds | 5 Years (2025/30) |
| NIKE | £30 million | 20% of proceeds | 5 Years (2020/25) |
| NEW BALANCE | £45 million | 7.5% of proceeds | 5 Years (2015/20) |
| WARRIOR | £20 million | 10% of proceeds | 3 Years (2012-15) |
| ADIDAS | £10 million | 10% of proceeds | 6 Years (2006-12) |
| REEBOK | Not Known | 10 Years (1996-06) |
See Also: All Premier League Club's Kit Deals
