Liverpool and Adidas have signed a multi-year agreement, making the sports brand the club's official kit sponsor again starting from August 1, 2025. This marks the third partnership between the two parties, with Adidas previously featuring on the club's shirts from 1985 to 1996 and from 2006 to 2012.
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For the past five years, Nike has been Liverpool’s official kit supplier, providing the club with jerseys, training gear, and merchandise under a deal that, while lucrative, will now be eclipsed by an even greater agreement with Adidas.
The American brand took over the role in 2020, replacing New Balance in a contract that was seen as a major coup for Liverpool at the time. Nike’s deal was not just about a fixed payment but also included a profit-sharing model, where the sportswear giant contributed 20% of all net revenue from the club’s merchandise sales. This revenue-sharing model, combined with the annual base fee of around €35 million, brought Liverpool’s total earnings close to €60 million per year.
However, the new agreement with Adidas, set to begin on August 1, 2025, will see Liverpool receive a guaranteed sum of over €70 million annually, doubling the fixed amount they previously received from Nike. This figure makes it one of the most lucrative kit deals in world football, further cementing Liverpool’s status as a global powerhouse both on and off the pitch. The financial boost is expected to play a significant role in the club’s future planning, allowing for greater investments in player signings, infrastructure improvements, and youth development.
Liverpool’s partnership with Adidas marks a return to familiar territory. The German sportswear giant has twice been the club’s kit supplier in the past, first from 1985 to 1996 and again from 2006 to 2012. During those periods, Adidas produced some of the most memorable and iconic Liverpool jerseys, many of which remain favorites among fans today. The famous Candy-sponsored shirt of the late 1980s, worn by legends such as John Barnes and Ian Rush, and the modernized designs from the late 2000s that accompanied Liverpool’s resurgence under Rafael Benítez, are just a few of the club’s most cherished Adidas kits.
The return of Adidas signals not only a financial win for Liverpool but also a rekindling of a historic relationship that has deep emotional and cultural significance for the club and its supporters. Adidas has long been associated with some of Liverpool’s greatest moments, including FA Cup triumphs, thrilling European nights, and Premier League title challenges. With this renewed partnership, the club will be hoping for a continuation of that legacy, as they aim to compete at the highest level domestically and in Europe.
Liverpool’s chief commercial officer expressed excitement about the deal, emphasizing the strong historical connection between the two brands. "Everyone at the club is absolutely delighted to welcome Adidas back into the Liverpool family. We have achieved great success together in the past and created some of the most iconic Liverpool shirts ever. We can't wait to develop more fantastic kits together that will support performances on the pitch. We would like to thank Nike for their support over the past five years and wish them all the best for the future."
The move also reflects Adidas’ broader strategy of aligning itself with the world’s biggest football clubs. The brand currently supplies kits for European giants such as Real Madrid, Manchester United, and Bayern Munich, and Liverpool’s addition further strengthens its elite portfolio. For Adidas, this deal represents an opportunity to tap into Liverpool’s massive global fanbase, leveraging the club’s popularity across different continents, particularly in Asia, North America, and Africa, where Liverpool enjoys an immense following.
Nike’s exit, while marking the end of an era, will likely not be seen as a failure for the company. During their tenure, Nike successfully expanded Liverpool’s commercial reach, producing some of the club’s best-selling kits, particularly in the wake of Liverpool’s 2019-20 Premier League triumph and their subsequent strong performances in domestic and European competitions. Their collaboration with high-profile athletes and cultural figures also helped solidify Liverpool’s status as a lifestyle brand beyond just football. However, from a financial perspective, the Adidas deal presents an even greater long-term benefit for Liverpool.
With Adidas set to take over from the 2025-26 season, anticipation is already building among fans over the design of the new kits. Adidas is known for blending classic inspirations with modern aesthetics, and Liverpool supporters will be eager to see if the company will revive elements of past designs while incorporating fresh, innovative styles. The return of Adidas will also likely bring back some of the brand’s signature jersey elements, such as the three stripes along the shoulders and bold, timeless designs that Liverpool fans have associated with past glories.
Beyond the financial aspect, the return of Adidas symbolizes Liverpool’s continued ambition to remain at the forefront of football, both on and off the pitch. With Jurgen Klopp’s side continuing to compete for major honors, the increased revenue from this deal will provide additional resources to strengthen the squad and further enhance the club’s global reputation. Liverpool’s commercial strength continues to grow, and this partnership with Adidas is another statement of intent as the club looks toward the future.
