Liverpool tipped to smash Premier League revenue record after Adidas update – report

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Liverpool FC has kicked off its new 10-year partnership with adidas with a record-breaking surge in kit sales, markedly surpassing previous launches. The 2025/26 home and away Adidas kits have seen unprecedented global demand, making it the most successful kit launch in Liverpool's history.

Key highlights include a staggering 700% increase in sales compared to the 2024/25 home kit season under Nike. Popularity of the new kits has been boosted by high-profile players such as Virgil van Dijk, Mohamed Salah, Ceri Holland, Curtis Jones, and newcomer Florian Wirtz—who alone accounts for the most jersey sales since the launch. The campaign was creatively promoted through an Alice in Wonderland-inspired launch video featuring current stars and club legends like Kenny Dalglish and Ian Rush, contributing to over 40 million views and extensive social media engagement. Liverpool recorded 17 million engagements and 423 million impressions across platforms for kit-related content, making it the most engaging Premier League kit launch for the season so far.

Financially, Liverpool's deal with Adidas is expected to greatly exceed the previously reported figures. While initial media reports cited earnings of around £60 million per year from the partnership, football finance expert Mo Chatra clarified that Liverpool will likely earn over £100 million annually, making the deal one of the most lucrative in football. This follows a pattern where Liverpool historically underreported actual revenues from kit deals, as seen during their New Balance era, where earnings were nearly double the publicly stated amounts in some seasons.

The renewed partnership not only marks a significant commercial milestone for Liverpool but also reflects a successful return to Adidas after previous collaborations spanning 1985–1996 and 2006–2012. Adidas currently supplies kits for elite clubs globally, including Arsenal, Manchester United, Real Madrid, and Bayern Munich, positioning Liverpool within a prestigious brand portfolio.

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