Liverpool to switch from Nike to Adidas for 2025/26, FSG expects to exceed $61m
Liverpool has reportedly agreed to switch from Nike to Adidas for the 2025/26 season, marking a significant development for FSG as they anticipate a windfall. The change in kit manufacturer signals a new era for the club, with German giants Adidas securing the rights to produce Liverpool’s shirts for the latter half of the decade.
Presently, Liverpool is sponsored by American sportswear giants Nike, who have been responsible for manufacturing the iconic red shirt since the start of the 2020-21 campaign. However, with Nike’s current deal set to expire at the end of next season, various proposals were put forward to FSG by Nike, Puma, and Adidas. Ultimately, Adidas emerged as the victor, with Liverpool poised to return to the German company at the conclusion of the 2024/25 campaign.
The new deal, spanning five years until 2030, marks the revival of the historic Adidas-Liverpool partnership after a 13-year hiatus. Adidas previously sponsored Liverpool twice in the last half-century, from 1985 to 1996 and from 2006 to 2012. Following the second Adidas deal, Liverpool had a decade-long association with Reebok, featuring memorable moments such as the rise of Michael Owen and the unforgettable 2005 Champions League final in Istanbul. Subsequently, Liverpool partnered with American sportswear manufacturer Warrior Sports from 2012 to 2015, later transitioning to New Balance, who produced the club’s shirts during the triumphant Champions League and Premier League campaigns in 2019 and 2020, respectively.
According to Sport Business, Liverpool stands to earn a base fee exceeding $61 million (£50 million/€58 million) per season from Adidas, representing a significant increase compared to the current Nike deal. This expected boost in revenue stems from FSG’s negotiations, securing a greater-than-standard percentage of every merchandise sale.
The move to Adidas comes at a crucial time for the company, following recent setbacks such as losing the contract to sponsor the German national team for the first time in history. In addition to Liverpool, Adidas also manufactures shirts for several Premier League clubs, including Manchester United, Arsenal, Fulham, and Nottingham Forest. Moreover, Aston Villa and Newcastle are poised to join Adidas once their current deals with Castore expire.
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