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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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