Liverpool FC inks US$77m-a-season kit deal with adidas

Liverpool Football Club (LFC) and adidas have reunited with a new multi-year partnership that will see the sportswear giant once again become the club's official kit partner. The deal is said to be worth £60 million (US$77 million) a season.

From 1 August 2025 Liverpool FC will wear the iconic three stripes for the third time in its illustrious history, with adidas supplying a range of match kit, training kit and culture wear to all men’s, women’s, academy teams and LFC Foundation staff.

LFC and adidas partnered together through some of the club’s most successful eras and memorable trophy lifts, first from 1985-1996 and again from 2006-2012. During this time the Reds secured an array of silverware, including three top-flight domestic league titles and three FA Cup wins.

The adidas kit is synonymous with success at LFC and considered among the most universally loved strips, and a fan favourite, among large sections of supporters. Details of the new adidas Liverpool kits will be revealed via club and adidas channels and available to purchase from 1 August 2025.

Billy Hogan, chief executive officer, Liverpool Football Club, said: “Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time. adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future”

Bjørn Gulden, chief executive officer, adidas, added: “We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base. The jerseys worn during previous partnerships are some of the greatest ever created. We are honored to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.” 

MARKETING-INTERACTIVE has reached out to LFC for more information.

Don't miss: Liverpool FC takes flight with new look inspired by iconic Liver bird

Most recently, LFC began rolling out a new look across its digital platforms, highlighting its iconic mascot, the Liver bird. The English club is further embracing the popular symbol as part of a new design look, which will be incorporated into all social channels, websites, apps, matchday programmes and digital marketing and communications by LFC and partners. 

In a statement, the club said the new typefaces, LFC Sans and LFC Serif, have been created exclusively for LFC and draw on the wings and talons of the Liver bird for inspiration to create consistency in how the club appears. LFC also stated that the adjustments to the color palette are subtle, eliminating variations and emphasising LFC's iconic red branding. 

The new graphics format, such as the typeface, is inspired by the Liver bird and has been designed to capture the renowned noise and atmosphere of the club's home stadium, Anfield. The changes will continue to be rolled out across the remainder of the 2024-25 season and into next season. They will also see subtle design changes to a number of club-related logos, including LFC Foundation, the club’s official charity.

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