Creative Soccer Culture

New Balance & Liverpool Discuss Record Kit Deal

The good news keeps coming for Liverpool as the club are reportedly in discussion with kit manufacturer New Balance about an improved deal that could potentially see them surpass Man United's £75m per year deal with adidas.

The Anfield club have been with New Balance since 2015/16 and the last two seasons have delivered two consecutive years of record kit sales. It's a partnership that's working, along with the Klopp feel-good factor and the club's exciting style of play and success in both the Champions League and the Premier League.

Liverpool look keen to cash-in on their recent form and potential by showing a desire to improve their current £45m per year deal, which is set to expire in the summer of 2020.


The rumours indicate that New Balance would need to cough up more than £75m a year to eclipse the current leading contract in the Premier League between adidas and Manchester United, and keep their logo on the Liverpool shirt.

Liverpool aren't looking elsewhere for an improved deal, with the current relationship with New Balance clearly a happy one. But, if New Balance can't agree to improved terms, then that's when other potential suitors could swoop in, but not until 2020.

New Balance may be interested in wrapping up a new deal before the end of the season, because if Liverpool do win the Premier League and continue their decent form on the European stage then their price and profile could soar to even higher levels.


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