After taking market share from Nike over the last two years, it now appears that Adidas plans to loot the European football kit sponsorship bank as well as the company inks a multi-year partnership deal with the Liverpool Football Club (LFC) that will see the company become the LFC’s official kit partner for the 2025/26 season.

Effective August 1, 2025, the LFC will wear Adidas for the third time in the club’s history, with Adidas supplying match kits, training and culture wear for men’s, women’s and academy teams, and LFC Foundation staff. Adidas last provided the LFC kit deal from 2006 through 2012.

Nike has held the LFC deal since 2020.

British media reports indicate that the deal between Adidas and LFC is a five-year agreement worth over £60 million ($77.4 million) per year.

“Everyone at the club is incredibly excited to welcome Adidas back into the LFC family once again,“ said Billy Hogan, CEO of the Liverpool Football Club. “We have enjoyed fantastic success together in the past and created some of the most loved LFC kits of all time. It’s the perfect time for us to partner together once again, and we look forward to creating more iconic kits and continuing on the pitch success, which will build on our wonderful, shared history.“

LFC and Adidas reportedly worked closely throughout a portion of the club’s iconic eras from 1985-1996 and from 2006-2012. During this time, the club secured three domestic league and eleven domestic cup titles, while some of the jerseys are the most beloved kits of the era.

The LFC also said the Adidas announcement follows the men’s team sitting on top of the domestic league and qualifying for the knock-out stages of the UEFA Champion’s League, as well as the women’s team firmly establishing itself as a mainstay at the highest level of domestic competition.

“We are very excited that Adidas and Liverpool Football Club are teaming up once again,“ commented Bjørn Gulden, CEO of Adidas AG. “The club is one of the biggest and most iconic names in world football with a huge fan base. We are honored to once again provide the players with cutting-edge technology to perform at the highest level. The jerseys worn during previous partnerships are some of the greatest ever created. We are looking forward to bringing back some of these classics and creating new exciting products for the fans.“

Adidas said the deal with LFC builds on existing relationships between the company and many Liverpool football players, including Mohamed Salah, Trent Alexander-Arnold, Curtis Jones, Darwin Núñez, Alexis Mac Allister, Diogo Jota, Luis Díaz, Ryan Gravenberch, Fuka Nagano, Mia Enderby, and Jenna Clark.

On August 1, the details of the first Adidas x LFC kits will be announced via the club’s and Adidas channels.

Founded in 1892, LFC is a historic and famous football club, having won 19 league titles. The include:

  • Premier League
  • 8 FA Cups
  • 10 League Cups
  • 6 European Cups
  • 3 UEFA Cups
  • 4 European Super Cups
  • 16 Charity Shields,
  • 2 women’s Super League titles
  • 1 women’s Championship

Image courtesy Adidas AG