Adidas is making big moves. After hinting at major announcements last week, CEO Björn Gulden has delivered. The three-stripe brand will officially become Liverpool FC’s kit supplier from August 1, covering the men’s, women’s, and academy teams.
Anfield Stadium, lit up in Liverpool FC’s colors, featuring the Adidas logo. – Adidas
The deal, which had been an open secret for months, was teased by both Adidas and Liverpool last summer in a playful social media video calling it “football’s worst-kept secret.” But now it’s official—and a major win for Adidas, which takes over from Nike. The German brand already outfits some of the biggest clubs in the game, including Real Madrid, Arsenal, Bayern Munich, and Olympique Lyonnais.
It’s also a homecoming. Adidas and Liverpool share a long history, having previously partnered from 1985 to 1996 and again from 2006 to 2012. The new multi-year agreement, set to last five seasons, is reportedly worth £60 million (€71.4 million) per season.
Liverpool’s five-year partnership with Nike will come to an end this summer. The previous deal was estimated at €35 million per season, excluding bonuses.
“Everyone at the club is extremely happy to welcome Adidas back into the LFC family. We had fantastic success together in the past and created some of the most iconic Liverpool kits of all time,” said Billy Hogan, CEO of Liverpool FC, in a statement on Monday.
Beyond the financials, the timing couldn’t be better for Adidas. Liverpool—one of the world’s top 10 most-followed clubs with tens of millions of fans—meets Paris Saint-Germain this Tuesday. With vintage football jerseys surging in popularity, this reunion gives Adidas the perfect opportunity to tap into a cultural wave already shaping the sportswear market.
