Creative Soccer Culture

Are Liverpool Set To Sign Nike Kit Deal?

The Nike x Liverpool rumours have ramped up another level again as reports suggest the club are in talks with the Swoosh over a kit deal that could well eclipse Manchester United's £750m partnership with adidas – a deal that would be the biggest of its kind in Premier League history.

These are early reports, but no smoke without fire and all that. What we do know is that New Balance's current contract at Anfield is set to expire at the end of the 2019/20 season, so there is no doubt that talks will be going on behind the scenes. New Balance will of course be looking to continue their highly successful partnership with the Reds' but it looks more and more likely that Nike will enter the race too.

Liverpool currently rake in £45m a year from New Balance, and it's claimed that they have an agreement where they can match any bid that comes in from a rival manufacturer. It looks like that will happen. Liverpool have been flying in Europe and the Premier League under New Balance, and with that comes more lucrative partnership deals. Whatever happens, that £45m a year will be beaten.


Liverpool have worn New Balance shirts since the 2015/16 season and have largely enjoyed a decent few years of breaking back into that elite group of top world clubs, as well as jumping ahead of Manchester United in terms of on-pitch performance. The club have never looked more equipped to bag that elusive first Premier League title, and they're still a constant force on the European scene, and that's attracting the big money when it comes to kit deals.

Manchester United currently take in £75m a year from their contract with adidas, and Liverpool will be looking to fetch around the same, if not more if some rumours are to be believed. New Balance have delivered two consecutive years of record kit sales over the last two seasons so it's a partnership that is clearly working. Yeah, the Klopp-feel-good-factor and exciting style of play have obviously influenced that, but still, it's successful.

Nike are in the market for a new top Premier League club. They're losing Manchester City to PUMA in the summer and a switch to Liverpool, who are another top two club with a much bigger worldwide fanbase, would be a smart move. It would also be a deal that would still give Nike a slice of presence in northern England, with their other two clubs being Chelsea and Spurs down in London.


Decisions are to made high up at Anfield, but whatever happens it's enviable that the club will benefit from an increased deal. New Balance will be on the shirts of Liverpool kits for the 2019/20 season, whether they're reigning Premier League/Champions League winners or not, but after that it could be a summer of change. LFC fans have been having their say...

New Balance or Nike? Stay tuned for more on Liverpool's next partnership as more information is released...


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