Kieran Maguire: Liverpool in ‘strong position’ to improve £30m deal
Liverpool are in a ‘strong position’ to increase the £30million fixed value of their kit manufacturer deal with Nike.
That is the view of finance expert Kieran Maguire, who exclusively told Football Insider that Liverpool’s fanbase will help to extract a higher value from kit manufacturers.
Liverpool signed a multi-year deal with Nike in 2019 worth £30million a season.
The fixed value of the deal was £15million less than what previous sponsors New Balance were paying to provide the club’s kits.
However, Liverpool found extra value in the Nike agreement as they were promised 20 per cent of every merchandise sale.
In comparison, other Premier League sides only earn between four and five per cent of their kit sales.
Liverpool’s Nike deal is entering its penultimate season, meaning the Reds are set to start negotiating with Nike over extending or ending their current agreement in the 2023/24 season.
Maguire believes that Liverpool’s global fan base gives them a good foundation to improve the fixed value of their manufacturer deal.
“Liverpool are in a very strong position when it comes to negotiating a new kit deal,” Maguire told Football Insider’s Sean Fisher.
“I’m sure that as a club they will look to leverage on that.
“They are a global brand with high-profile fans that can expand the interest in their merchandise beyond traditional football fans.
“On the back of that, Liverpool will be eager to maximise their return.“
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