Liverpool could be on course for a stunning £70m windfall if the latest information is to be believed.
Next season will be one of transition for the Merseysiders, who are preparing for their first campaign in the post-Jurgen Klopp era.
And while Arne Slot steers the club through 2024-25 on the pitch, there will be another major transition taking place behind the scenes.
Liverpool have been partnered with Nike since 2020 and recently rolled out the club’s new home kit for next season.
But it looks as though it will be the last time the Reds will line up in gear made by the US sportswear giant.
Instead, Liverpool are set to pivot to a brand with whom they have a historic connection – Adidas, who have produced some of the club’s most iconic kits.
But for now, the Nike deal still has a year to run. And it looks like it could be a very lucrative year indeed for the club.
Liverpool could bank up to £70m in shirt sales
Liverpool’s deal with Nike is worth £30m per season.
On face value, that figure looks extraordinarily low compared to their peers in the so-called ‘Big Six’, who earn between £50m and £70m every year.
But that base fee is supplemented by a cut of shirt sales that far surpasses the average within the industry.
The exact figure was not known until recently, when The Athletic‘s James Pearce reported that it is around 20 per cent.
The Liverpool reporter also suggests that the true value of the deal was closer to £70m per season with commission on every unit sold factored in.
That means the club are on course to land around that sum again in 2024-25 before they switch to Adidas.
READ MORE: Liverpool make three major changes behind the scenes, could be key to £272m windfall
How much is Liverpool’s Adidas deal worth?
Officially, the Adidas deal has not been revealed yet.
However, it is now certain that Liverpool will partner with the German brand from 2024-25.
An announcement is expected some time in 2025. The delay is customary so as not to disenfranchise the existing partner. Nike, in this case.
The agreement is worth a reported £50m per season.
Like the Nike deal, Liverpool will get a cut of sales too, although it won’t be anywhere near as substantial as the previous agreement.
Given that the average commission rate among elite clubs is around 10 per cent, TBR analysis estimates that Liverpool would have to sell about 2.5 million shirts in order to match the value of the Nike deal.
For a club of Liverpool’s statue and global appeal, however, that should not be an issue.