English giants 'on the verge' of huge deal

One of England's biggest clubs is reportedly set to announce a massive new deal.

Premier League giants Liverpool will soon announce a new kit sponsorship deal with adidas, according to Sport Business. 

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It is understood that the Reds will sever ties with Nike in favour of their German rivals, starting from the 2025/26 season.

The report suggests that the announcement can been expected soon following the completion of a tender process, with adidas emerging as the winning bidder in a deal that will run until the 2029/30 campaign.

Notably, Liverpool have been sponsored by adidas kits twice over the past 50 years, from 1985 to 1996 and between 2006 and 2012. 

PUMA were reportedly also interested in the contract, but adidas have since managed seal the deal, which is said to be worth an annual figure of more than £50 million (R1.1 billion). 

This amount betters their current kit supplier Nike's base fee of £30 million (R713 million), with that contract having begun in the 2020/21 season after Liverpool ended their relationship with New Balance. 

New Balance were said to have been paying the Anfield side a base fee of £25 million (R594 million) per year between 2015 and 2020, a period in which the club won the UEFA Champions League and a first Premier League title in 30 years. 

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It is also noted, however, that Liverpool's incumbent deal will not be bigger than the £90 million (R2.1 billion)-per-season contract adidas has with Manchester United, which hold the record as the biggest shirt endorsement deal in the Premier League.

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