The Times: Liverpool to Receive £60 Million Annual Sponsorship Fee from Adidas, About Twice as Much as Nike

According to British media outlet The Times, Liverpool is set to sign a new kit sponsorship deal with Adidas, under which the annual sponsorship fee will exceed £60 million, approximately double the current sponsorship fee provided by Nike.

The report indicates that Liverpool’s existing five-year sponsorship contract with Nike will expire at the end of this season. During this period, Nike has been paying Liverpool a fixed annual sponsorship fee of £30 million, along with a 20% royalty on the net sales of the kits. Additionally, Nike has been boosting Liverpool’s kit sales and international profile through endorsements by stars like LeBron James and Serena Williams.

However, Liverpool will not renew its contract with Nike upon expiration and will instead return to the embrace of another major sports brand, Adidas. According to The Times, Adidas will pay Liverpool an annual sponsorship fee of no less than £60 million. Due to performance-related and sales-linked incentives in the contract, the exact amount of the annual sponsorship fee cannot be determined, but the direct economic benefits it brings to Liverpool will still be significantly higher than those from Nike.

Historically, Adidas was Liverpool’s kit sponsor twice, from 1985 to 1996 and from 2006 to 2012. The jerseys co-designed during these years are considered eternal classics by many older fans.

It is reported that Liverpool will sign a five-year long-term contract with Adidas, which is almost certain. Both parties are expected to officially announce this news in 2025.

Moreover, the home and away kit designs for the 2025/26 season have already been finalized. According to some leaked images online, the new kits will replicate Liverpool’s classic design from the 2007-08 season.

Additionally, the large Nike logo at Anfield will be replaced with Adidas’s classic logo in the new season.