Liverpool signs ten year Adidas deal

Liverpool moves to a decade-long Adidas partnership after leaving Nike to pursue long-term growth and branding opportunities.

Liverpool signs ten year Adidas deal to close gap with rivals

Liverpool has signed a ten-year deal with Adidas to supply the club’s home and away kits, ending its five-year run with Nike. The August 1 kit launch coincided with strong early sales and confirms a long-term shift in the club’s commercial strategy. The deal’s value has not been publicly disclosed, but reports place the annual figure around £65m to £70m, with potential bonuses tied to on-pitch performance and global merchandise revenue. The partnership represents a notable commitment that prioritizes stability over frequent renegotiations.

Industry observers note that this move fits a broader pattern in the Premier League, where clubs seek longer partnerships to lock in marketing rights and reduce churn. Dan Haddad of Octagon says Adidas and Nike structure these deals with clear performance metrics, which makes direct comparisons tricky. Adidas is expected to leverage Liverpool’s recent success and fan base to boost sales, while the club gains a more predictable platform for brand growth beyond shirt sponsorship.

Long-term sponsorships shift the center of gravity from short-term gains to sustained value. A decade with Adidas signals a deliberate plan to monetize brand equity year after year, not just during a single season. Yet the arrangement carries real risk: if results dip or market demand falters, the promised upside may not materialize. The deal also highlights a crowded market where rivals secure large totals with top brands, pushing clubs to think beyond the shirt in search of holistic brand partnerships.

The real test lies in execution. Adidas will need to translate brand power into global merchandise growth, deepening connections with fans across regions and platforms. For Liverpool, success will depend on coordinated marketing, product development, and on-field performance translating into durable revenue streams. The question is whether the package justifies the commitment over a full decade or if it becomes a measure of patience over immediate returns.

Highlights

The true payoff will unfold over time as kit design, marketing, and the pitch all align.