Liverpool officially launched their new kit deal with Adidas on August 1, marking the beginning of a highly-anticipated reunion between two giants of football.

The Reds previously partnered with the sportswear powerhouse in two separate stints, from 1985 to 1996 and again from 2006 to 2012.

After a five-year spell with Nike, Liverpool now rejoin the adidas family, joining the ranks of clubs like Real Madrid, Bayern Munich, Arsenal and Manchester United who also wear the iconic three stripes.

Liverpool's new Adidas kit deal compared to Man City, Arsenal and Man Utd after huge $400M boost	When Liverpool will wear new Adidas home kit for first time as fresh design unveiled	Liverpool kit launch in 10 pictures as Reds get huge $400M boost from new Adidas deal

While Liverpool have already unveiled their 2025–26 home and away kits, fans are just as interested in the financial side of the deal as the shirt designs.

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The specific terms of Liverpool’s new 10-year agreement with adidas remain undisclosed, but club insiders have hinted at a significant step up in value from the previous contract with Nike.

Between 2020 and 2025, Liverpool earned £30 million ($39.7 million) per season as a base payment from Nike, supplemented by 20% royalties on merchandise sales.

That structure resulted in massive returns, with reports suggesting that Liverpool made £122.8 million ($162.5 million) in the 2023–24 season alone from Nike.

Although earlier speculation suggested the new adidas deal would be worth double, around £60 million ($79.4 million) per year, sources indicate that the total value could exceed even that.

Club performance, commercial success and global shirt sales will all influence the final figures.

Ben Latty, Liverpool’s chief commercial officer, told The Athletic:

“It’s really hard to compare a kit deal with Liverpool to a kit deal with a competitor.

The way we run our merchandising business is completely different to most other club.

“They have been great in that, as long as it doesn’t impact their business, we can do what we want.”

This level of autonomy and flexibility has allowed Liverpool to build one of the most successful club-run merchandising operations in world football.

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