Home » EPL, Latest » Liverpool sign new kit sponsor deal worth £25m

Liverpool have been branded a failure by kit suppliers Adidas in a bitter war of words.

The club have announced a new £25million deal with a rival firm, but only after Adidas chief executive Herbert Hainer revealed his company had refused to renew their agreement because the money Liverpool demanded did not match their performance on the pitch.

“We thought what Liverpool were asking and what they were delivering was not in the right balance,” he said.

“There was a gap between their performance on the field and what the numbers should be.

“It all depends on the success and the effort and the popularity, the exposure on TV and revenue you can generate by merchandising.

“This all has to be brought in line between what you offer and what you get. We thought what Liverpool were asking was not… right, then we said we will not do it – that’s the end of the story.”

The Reds dismissed the criticism by unveiling a six-year partnership with American kit suppliers Warrior Sports, worth an initial £25m a year.

Those figures eclipse Manchester United’s agreement with Nike, which pays the Old Trafford club around £23m a year, and will double the money they previously received from Adidas.

But managing director Ian Ayre admitted his disquiet at the attack from Adidas, who will continue as the club’s sponsors until June.

“We are disappointed Adidas seem to point to a lack of European football as a reason not to agree a new deal, and cannot see that we are on a par with the biggest football brands in the world,” he said.

Ayre commented on the new agreement: “This is another landmark deal for Liverpool Football Club and once again shows the value of the club’s brand globally.”

Adidas rival Nike as the two giants of global sports goods manufacturers, and have enjoyed a near 20-year partnership with Liverpool over two separate periods starting in 1985.

The Anfield club sell more kits globally – almost a million a year – than every football club except for United, Real Madrid and Barcelona, and this decision by Adidas has come as a major surprise.

Warrior are a subsidiary of Boston-based New Balance Athletic Shoe Inc, who make running kit.

They supply the kit for baseball’s Boston Red Sox after agreeing a deal with their owners Fenway Sports, who are also the owners of Liverpool.

Warrior will start their sponsorship in June,and will provide three new kits, plus training wear, in the deal that will run until 2018, and becomes the biggest in English football history.

This is the first venture into the football market for Warrior, who are better known for making lacrosse and hockey gear.

Their general manager Richard Wright celebrated the agreement, insisting that his company were ready to challenge the likes of Adidas head on – and cause a seismic shift in the football world.

“We are not the sort of brand that is going to keep out head down. We are here to shake up the world of football and our partnership with one of the most successful club teams of all time is just the start,” he said.

Source: Mirror

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