RANKED: Where Liverpool’s blockbuster new £300m kit deal compares to Man United, Arsenal and more rivals
Liverpool’s new £300 million multi-year adidas kit deal is one of the most lucrative deals the Premier League has ever seen. The Reds and adidas have agreed a five year contract which begins August 1, switching from rival brand Nike. It remains to be seen if Salah will feature in a Liverpool adidas kit next seasonGetty The German sportswear brand will give the Reds a flat fee of £30 million per season, plus royalties of 20 per cent on all net sales of club merchandise which lifts the value over £60 million. It ends a five year contract with Nike and seems them head back to adidas With clubs such as Arsenal and Manchester United also signed to adidas, how do their deals compare? Let’s look at the top ten most expensive Premier League kit deals: 10 – West Ham, Umbro £7m Umbro will forever be a part of West Ham’s success being the kit sponsor when they won the Europa Conference League in 2023Getty The east London club signed with Umbro in 2015 and reportedly extended their contract a few years ago. In 2020, West Ham announced a ‘long-term’ extension with the brand. 9 – Aston Villa, adidas £17m New signing from PSG Marco Asensio has been on fire wearing Villa’s new Adidas kitGetty Villa announced their first ever deal with adidas last year as Unai Emery’s team secured Champions League football. They ended their deal with Castore prematurely after complaints from players, saying the material ‘soaked up too much sweat’. 8 – Everton, Castore £20m David Moyes has restored life to Everton but the true fun begins when they move to their new stadium, unlocking contract clauses for CastoreGetty The British sportswear brand agreed a deal with Everton in 2024 and became the first Founding Partner of the Toffees soon to be new stadium. Castore has access to enhanced commercial opportunities and media rights once it opens in summer 2025. 7 – Tottenham Hotspur, Nike £30m Despite a clean look Tottenham Hotspur fans will wish their kit deal money will lead to new signingsGetty The North London club in 2017 signed a deal with Nike that runs until 2033 as an extension was announced in 2018. When the 15-year deal was signed it was one of the longest in the sportswear brand’s history. 6 – Newcastle, adidas £30m The Adidas 2024/25 kit has a chance on Sunday to become iconic as Newcastle face Liverpool in the Carabao Cup final The Magpies returned to adidas, rekindling memories of their 90s and 2000s success with the brand. During that time Kevin Keegan’s side challenged for the title in kits now deemed as fan favourite shirts that are still worn today. 5 – Chelsea, Nike £60m Chelsea’s recent nike kits have been without a front-of-shirt sponsor as a gamble on their sporting performances improvingGetty Their deal in 2016 marked the largest commercial deal in the club’s history. Chelsea left their adidas deal six years early to sign with Nike for 15 years. 4 – Liverpool, adidas £60m When you think of Liverpool and Adidas these are the two that come to mind, Gerrard and TorresGetty The deal was announced on March 10 as Liverpool chief executive Billy Hogan said in a statement: “Everyone at the club is incredibly excited to welcome adidas back into the LFC family. “We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time.” 3 – Manchester City, Puma £65m Man City is the only Premier League club signed to PumaGetty In 2019 Man City replaced Nike with Puma who agreed a ten year deal. This was part of a wider move made by City Football Group which at the time of signing covered six teams. This includes: Man City (men and women), Melbourne FC (Australia), Girona (Spain), Atlético Torque (Uruguay), and Sichuan Jiuniu FC (China). 2 – Arsenal, adidas £75m Arsenal will most likely lift their next piece of silverware wearing an Adidas Shirt having come very close to winning the title the last two seasonsGetty The Gunner’s teamed up with Adidas in 2019 for an agreed £60m per year but an extension until 2030 secured a £15m rise. Arsenal were previously with Nike and then Puma for a collective 25 years. 1 – Manchester United, adidas £90m Man United generated over £700m last year, a good chunk of which game from their Adidas dealGetty The Glazers agreed a ten year deal with the kit manufacturer, dwarfing their previous agreement worth £750 million. Man United said the new deal will increase their focus on the women’s side after their reintroduction in 2018. They now sit second in the Women’s Super League.
Liverpool’s new £300 million multi-year adidas kit deal is one of the most lucrative deals the Premier League has ever seen.
The Reds and adidas have agreed a five year contract which begins August 1, switching from rival brand Nike.
The German sportswear brand will give the Reds a flat fee of £30 million per season, plus royalties of 20 per cent on all net sales of club merchandise which lifts the value over £60 million.
It ends a five year contract with Nike and seems them head back to adidas
With clubs such as Arsenal and Manchester United also signed to adidas, how do their deals compare?
Let’s look at the top ten most expensive Premier League kit deals:
10 – West Ham, Umbro £7m
The east London club signed with Umbro in 2015 and reportedly extended their contract a few years ago.
In 2020, West Ham announced a ‘long-term’ extension with the brand.
9 – Aston Villa, adidas £17m
Villa announced their first ever deal with adidas last year as Unai Emery’s team secured Champions League football.
They ended their deal with Castore prematurely after complaints from players, saying the material ‘soaked up too much sweat’.
8 – Everton, Castore £20m
The British sportswear brand agreed a deal with Everton in 2024 and became the first Founding Partner of the Toffees soon to be new stadium.
Castore has access to enhanced commercial opportunities and media rights once it opens in summer 2025.
7 – Tottenham Hotspur, Nike £30m
The North London club in 2017 signed a deal with Nike that runs until 2033 as an extension was announced in 2018.
When the 15-year deal was signed it was one of the longest in the sportswear brand’s history.
6 – Newcastle, adidas £30m
The Magpies returned to adidas, rekindling memories of their 90s and 2000s success with the brand.
During that time Kevin Keegan’s side challenged for the title in kits now deemed as fan favourite shirts that are still worn today.
5 – Chelsea, Nike £60m
Their deal in 2016 marked the largest commercial deal in the club’s history.
Chelsea left their adidas deal six years early to sign with Nike for 15 years.
4 – Liverpool, adidas £60m
The deal was announced on March 10 as Liverpool chief executive Billy Hogan said in a statement: “Everyone at the club is incredibly excited to welcome adidas back into the LFC family.
“We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time.”
3 – Manchester City, Puma £65m
In 2019 Man City replaced Nike with Puma who agreed a ten year deal.
This was part of a wider move made by City Football Group which at the time of signing covered six teams.
This includes: Man City (men and women), Melbourne FC (Australia), Girona (Spain), Atlético Torque (Uruguay), and Sichuan Jiuniu FC (China).
2 – Arsenal, adidas £75m
The Gunner’s teamed up with Adidas in 2019 for an agreed £60m per year but an extension until 2030 secured a £15m rise.
Arsenal were previously with Nike and then Puma for a collective 25 years.
1 – Manchester United, adidas £90m
The Glazers agreed a ten year deal with the kit manufacturer, dwarfing their previous agreement worth £750 million.
Man United said the new deal will increase their focus on the women’s side after their reintroduction in 2018. They now sit second in the Women’s Super League.
