Liverpool’s new 10-year deal with Adidas is set to bring in a staggering amount of money, solidifying the club’s financial position among the elite in English football. According to Liverpool’s chief commercial officer, Ben Latty, the deal is worth £1 billion over 10 years, which translates to approximately £100 million per season. This figure is significantly higher than the club’s previous deal with Nike, which was reportedly worth £30 million per season, plus 20% royalties on merchandise sales.

Key Details of the Adidas Deal:

– Total Value: £1 billion over 10 years
– Annual Value: Approximately £100 million per season
– Comparison to Nike Deal: More than double the base annual fee of the previous deal
– Merchandise Sales: The deal includes revenue-sharing provisions, ensuring Liverpool benefits significantly from kit sales ¹ ² ³

Impact on Liverpool’s Finances:

– Financial Strength: The Adidas deal will provide a substantial boost to Liverpool’s financial strength, allowing the club to compete with the best teams in Europe.
– Transfer Budget: The increased revenue will likely have a positive impact on Liverpool’s transfer budget, enabling the club to invest in top talent.
– Revenue Projection: Finance expert Mo Chatra suggests that Liverpool’s total revenue for the season could reach £800 million, with the kit deal contributing significantly to this figure ⁴ ².

Comparison to Other Clubs:

– Manchester United: Their Adidas deal is reportedly worth £90 million per season, with a potential deduction of £10 million if they fail to qualify for the Champions League.
– Arsenal: Their Adidas deal is worth £75 million per season.
– Manchester City: Their Puma deal is reportedly worth £60-65 million per season ².

The Adidas deal is a significant coup for Liverpool, demonstrating the club’s growing commercial appeal and financial muscle. The partnership is expected to drive demand for Liverpool kits, particularly among supporters who fondly remember the club’s previous Adidas designs. With this substantial financial backing, Liverpool is poised to maintain its competitive edge in the football world ³.