Kieran Maguire: Arsenal not expected to match Liverpool deal after £60m reveal
Arsenal will be happy with their Adidas deal despite only earning £5million from shirt sales across the 2022/23 season.
That is the view of finance expert Kieran Maguire, who exclusively told Football Insider that the Gunners will not want to copy Liverpool’s deal structure despite the Merseyside club earning far more from sales.
As revealed by Football Insider, Arsenal earned just £5.1million from shirt sales in 2022/23 despite their record-breaking sale figures.
The North London side sold 850,000 official shirts across the 2022/23 season according to Lukasz Baczek – the highest since signing with Adidas as a kit manufacturer in 2019.
Arsenal’s deal with Adidas earns them a flat fee of £60million per season but means the club gets just a seven percent commission on merchandise sales.
In contrast, Liverpool’s deal with Nike is worth less per season in direct payments, but the Reds pocket a commission fee of over 20 percent.
However, Maguire believes Arsenal will be content with the value of their Adidas deal and will not look to change the structure.
“I don’t think Arsenal will necessarily want to emulate the structure of Liverpool’s deal,” Maguire told Football Insider’s Sean Fisher.
“In terms of the Nike deal with Liverpool, that’s very much geared to trying to persuade influencers, especially in the US market to to wear the club’s official merchandise.
“On the back of that, the club receives increased sales in overseas markets.
“I think Arsenal has an established footprint when it comes to their fan base and therefore they know that there is a potential for an uptick in terms of units of sales.
“But Arsenal is quite a conservatively run company, and they quite like the idea of the guaranteed sum that they get from Adidas.
“So that comes with a relatively small commission, but that is the structure they prefer.“
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