SPORT SPONSORSHIPS

Adidas brand is set to partner with English soccer giant Liverpool

By our African Marketing Confederation News Team | 2024

New deal will put Liverpool on a par with similar sponsorship arrangements involving Manchester City, Arsenal and Chelsea.

English Premier League soccer giant Liverpool is set to move on from Nike in favour of a more lucrative and incentivised partnership with Adidas. This will take place after the 2024/25 season and could bring in around US$78-million annually for the club.

Photo: C Chana from Flickr

At the time of writing this has not been confirmed by Liverpool, but British and international media outlets are reporting the new five-year sponsorship deal, which was won on tender against Nike and Puma. 

 

Under the existing sponsorship agreement with Nike, the club reportedly receives a guaranteed $38,9-million per year. Liverpool also receives a 20% royalty on net sales of club products such as shirts and replica kits. 

 

On a par with likes of Manchester City 

 

The new deal with Adidas will put Liverpool on a par with similar sponsorship arrangements involving Manchester City, Arsenal and Chelsea. All are said to be paid between $78-million and $84.4 million annually.  

 

Manchester United is the English Premier League’s biggest earner on such deals. The club is said to be paid $117-million per season by Adidas. 

 

Adidas also sponsors Arsenal, Aston Villa, Fulham, Leicester City, Newcastle United and Nottingham Forest in the EPL. Nike sponsors Brighton and Hove Albion, Chelsea and Tottenham Hotspur. 

 

Adidas has sponsored Liverpool on two previous occasions: from 1985 to 1996, and from 2006 to 2012.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.