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The success of Liverpool’s new partnership with Adidas hinges on a staggering number of replica shirt sales.

Liverpool’s current kit manufacturer is Nike, who released the club’s 2024-25 home shirt last week.

The American sportswear giant pay the club around £30million per year for the rights to sell their shirts and other branded merchandise.

Photo by Joe Raedle/Getty Images

As reported by Sport Business, the Merseysiders are now set to leave Nike in favour of Adidas, who will pay £50m per season starting from 2025-26.

While the £20m upgrade might initially seem like a no-brainer for Liverpool’s commercial department, that is not necessarily the case

Liverpool’s kit deal with Nike features a lower base rate in return for a greater cut of units sold – around 20 per cent.

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A recent UEFA report shows Liverpool’s 2022-23 merchandise takings stood at around £130m, and roughly £90m of that is believed to be from the Nike deal.

That means the German brand would need to rake in £400m in Liverpool-branded merchandise sales to match the value of the Nike deal.

Significantly, Liverpool’s arrangement with Adidas runs for just five years until 2030.