Liverpool sign £80m sponsorship deal with Nike

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Liverpool on Tuesday, January 7, 2020 confirmed it has agreed a multi-year sponsorship deal with Nike from the start of next season with the contract worth a record £80 million per year.

Their partnership with the American sports and footwear brand is due to start on June 1, 2020 with Nike to kit out the senior men’s team, women’s side, academy squads, coaching staff and Liverpool FC Foundation.

The US sportswear giant will supply playing, training and travel wear for Liverpool’s men’s, women’s and academy teams and the coaching and Liverpool FC Foundation staff from June 1.

The deal was made possible after the European champions and runaway Premier League leaders won a court battle with New Balance in October.

Liverpool’s deal with Nike will see the club earn more than Manchester United’s current contract with adidas, which seems them bring in £75m a year.

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Manchester United’s deal with adidas was a British record but they have been trumped by their long-time rivals.

Real Madrid (£98m) and Barcelona (£100m) are the only European football teams who will earn more than Liverpool through kit sponsorship.

Current sponsors New Balance, who have supplied the Reds’ kits since 2015, were desperate to maintain their partnership with Liverpool but the club have decided to cut ties with the Boston-based company and their kit will now feature the iconic Nike swoosh logo.

Liverpool said in a statement: ‘Liverpool Football Club is delighted to announce Nike, the world’s leading footwear and apparel company, as its official kit supplier from the 2020-21 season.

‘The partnership coincides with our move into a new, state-of-the-art training facility in Kirkby for the 2020-21 season, a project that includes investment in improved sport facilities for the local community.’

Liverpool’s managing director Billy Hogan added: ‘Our iconic kit is a key part of our history and identity. We welcome Nike into the LFC family as our new official kit supplier and expect them to be an incredible partner for the club, both at home and globally as we continue to expand our fanbase.”

Bert Hoyt, vice-president and general manager of Nike Europe, Middle East and Africa, said: “Liverpool Football Club has such a proud heritage and strong identity.

“The partnership with Liverpool FC underscores our leadership in global football and with the club’s passionate worldwide fanbase and strong legacy of success — they have a very bright future ahead.”

Yetunde Adegoke

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