Liverpool set to confirm five-year deal after Newcastle United & Aston Villa agreements

The German sportswear company had existing kit deals with Arsenal, Manchester United, Nottingham Forest, Fulham and Leicester City before adding Newcastle United and Aston Villa to their catalogue last summer. It’s understood the Magpies’ multi-year deal is worth £30million per season while Villa receive £17m.

But as per FC Business Magazine, Liverpool are likely to earn more than Newcastle and Villa combined with the figure closer to the £90m Man United bank per season, which is a Premier League record. Arsenal’s agreement is said to be worth £60m.

The Reds are said to net around £75m per season from their current Nike deal, which has been in place since 2020.

Anfield chief executive Billy Hogan was tight-lipped when speaking to FC Business Magazine but admitted the Merseyside club need to continue to increase revenue.

“Our partnerships have to be successful but also commercially viable for our partners,” said Hogan. It is about building out that long-term strategy. We are very conscious about making the right decisions for the club moving forward and continuing to grow revenues.”

Newcastle were thrilled to welcome Adidas back as the their official kit partner having previously enjoyed a booming partnership between 1995 and 2010. As well as a huge uplift on the previous £5m Castore deal, the Magpies have been able its retail operations in-house.

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“If we talk about the different elements of the commercial horizon, then we’ve got the retail element and they’re going to deliver us incredible product which, at times, will hark back to the heritage and history of the past, but also be forward-looking,” Newcastle chief commercial officer Peter Silverstone said earlier this year.

“So, they’ll provide us with great product to sell. That goes without saying, and having seen the designs for this year and next year, and ideas for the future, I’m pretty sure our fans will buy in to that and want to have that product.

“Adidas are also a sponsor, so they want our marketing platform and the assets and imagery that we provide – the player imagery, the player marketing, the media exposure around the stadium and different assets and rights. Then they will also provide sponsorship to us. They will market our brand globally and in targeted territories, in a unique way.

“Adidas are also the sponsor and kit partner of other top clubs – Arsenal, Manchester United, Real Madrid, Bayern Munich, Juventus – and we find ourselves with the same marketing partnership and capacity as they do.

“Our ambition is to have the great product and great platform, and ultimately have as many fans to sell our Adidas shirts to. Of those clubs I’ve just said, we don’t sell as many shirts at the moment. But our goal and ambition is to catch them up.”