Liverpool are ‘firing on all cylinders’ as they close in on £100m+ payout
Liverpool are “firing on all cylinders” as they look set to land more than £100million from their new kit manufacturer deal with Adidas.
Liverpool agreed a multi-year deal with Adidas in October 2024 after deciding to switch suppliers from Nike at the end of last season.
Under the terms of the Nike deal, Arne Slot’s side earned a guaranteed £30m a year, plus 20 per cent royalty on net sales of club products.
Football Insider revealed in March Liverpool could earn more than £100m a year from their new deal with Adidas.
Former Man City financial adviser Stefan Borson exclusively told Football Insider Liverpool’s kit deal could be on those levels, while Manchester United’s deal with Adidas is worth £90m annually.
Liverpool posted ‘bizarre’ numbers in official statement
Liverpool confirmed they have enjoyed a record-breaking start to their deal with Adidas in an official statement last month.
The Reds claimed the home kit outstripped sales of last year’s launch by more than 700 per cent, with orders from 150 countries to date.
Speaking exclusively to Football Insider about Liverpool’s deal with Adidas, Borson said: “We did see some bizarre numbers that were put out in terms of the volume of sales that were made of the new kit.
“But Liverpool are definitely at the sort of pinnacle of their on and off-field success at this point.
“In recent history, obviously you had the period in the 80s when they were completely dominant, but right now they’re flying in a different world.
“It’s a much more commercial world than it used to be, and the club is really firing on all cylinders.
“You can well understand why it’d be one of the top three shirt deals of any in the world, so that would put them at those sorts of levels.”
Liverpool and Man United both landed a £123m payout – the highest total in the Premier League – following their shirt and merchandise sales in 2023-24.
Liverpool to smash club record
Liverpool recorded a bumper financial year in 2024-25 following their Premier League title success under Slot, with records likely to be broken at Anfield.
The Reds posted a record-breaking revenue in their latest published accounts for 2023-24 after their turnover improved from £594m in 2022-23 to £614m.
Meanwhile, their commercial revenue increased from £272m to £308m across the same period.
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