Liverpool FC and Adidas Strike Lucrative New Kit Deal for 2025 and Beyond

In a move that has sent waves of excitement through the football world, Liverpool Football Club has officially announced a multi-year partnership with Adidas, marking the return of the iconic three stripes to Anfield starting from the 2025-26 season. This blockbuster deal, set to commence on August 1, 2025, sees Adidas reclaim its role as the club’s official kit supplier, replacing Nike, whose five-year tenure will conclude at the end of the 2024-25 season. With a reported value exceeding £60 million per season, this agreement represents a significant financial and cultural milestone for the Premier League giants.

A Historic Reunion

This isn’t the first time Liverpool and Adidas have joined forces. The German sportswear brand previously outfitted the Reds during two golden eras: from 1985 to 1996 and again from 2006 to 2012. Those periods saw Liverpool lift numerous trophies, including three league titles, multiple domestic cups, and some of the most memorable kits in the club’s storied history. Icons like John Barnes, Steven Gerrard, and Fernando Torres donned Adidas designs that remain etched in the minds of supporters. The return of Adidas has been hailed as a nostalgic homecoming, rekindling a partnership that resonates deeply with the Liverpool faithful.

Liverpool CEO Billy Hogan captured the sentiment perfectly, stating, “Everyone at the club is incredibly excited to welcome Adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time.” Adidas CEO Bjørn Gulden echoed this enthusiasm, noting, “The club is one of the biggest and most iconic names in world football with a huge fan base. The jerseys worn during previous partnerships are some of the greatest ever created. We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”

Financial Implications

The financial details of the deal underscore Liverpool’s growing commercial prowess. Under the current Nike contract, the club receives a base fee of £30 million annually, supplemented by 20% royalties on net merchandise sales, pushing the total figure beyond £60 million in a strong year. The new Adidas deal, however, reportedly guarantees more than £60 million per season, with additional performance-based incentives and royalties that could further boost earnings. This represents a significant upgrade, aligning Liverpool’s kit revenue more closely with rivals like Arsenal (£60-65 million from Adidas), Manchester City (£65 million from Puma), and Chelsea (£60 million from Nike), though still trailing Manchester United’s league-leading £90 million Adidas deal.

Liverpool’s on-pitch success—currently leading the Premier League and on course to be crowned champions has undoubtedly strengthened their negotiating power. The club’s latest financial accounts also reflect a £36 million rise in commercial revenue to £308 million, bolstered by partnerships with brands like UPS, Google Pixel, and Peloton. The Adidas deal is poised to accelerate this growth, tapping into the brand’s global reach and Liverpool’s massive fanbase.

What’s Next for the Kits?

The transition from Nike to Adidas won’t be immediate. With the new partnership officially starting on August 1, 2025, Liverpool are expected to begin their 2025 pre-season in Nike kits before unveiling the first Adidas designs. Details of the home, away, and third kits will be revealed through official club and Adidas channels on the launch date, with availability for purchase starting the same day. Early leaks suggest a slightly darker red for the home kit, a classic white-and-red away strip, and a bold green third kit, though fans eagerly await confirmation.

There’s also buzz about potential badge variations. Reports from sources like Footy Headlines hint that Liverpool could sport three distinct crests next season: the classic Liver Bird on the home kit, a shielded Liver Bird on the away, and a modernized ‘90s-inspired design for the third. Such creativity could add a fresh twist to the club’s visual identity while honouring its heritage.

A Strategic Move for Adidas

For Adidas, securing Liverpool is part of an aggressive push to reclaim dominance in football’s kit market after losing the German national team contract to Nike. The brand already outfits Premier League clubs like Manchester United, Arsenal, Fulham, and Nottingham Forest, and is set to add Aston Villa and Newcastle once their current deals expire. Liverpool’s addition strengthens Adidas’s foothold in England’s top flight, where it has supplied the most clubs in eight of the past ten seasons.

Fan Reaction and Future Prospects

The announcement has sparked a mix of nostalgia and anticipation among supporters. Adidas kits are synonymous with some of Liverpool’s greatest triumphs, and fans are hopeful that this reunion will coincide with more silverware under manager Arne Slot. With the club in contention for the Premier League title and performing well amongst the top clubs in Europe, the timing couldn’t be better.

As Liverpool prepares to don the three stripes once more, this deal signals not just a return to a beloved past but a bold step into a prosperous future. From increased revenue to iconic designs, the Adidas-Liverpool partnership promises to be a match made in football heaven—one that could define the club’s next chapter both on and off the pitch.