Nike Deal Earnings Revealed as Adidas Switch Looms | OneFootball

Liverpool’s Earnings from Nike in 2023/24 Confirmed

Liverpool have learned exactly how much they generated from their partnership with Nike during the 2023/24 season following UEFA’s latest European Club Finance and Investment Landscape study.

The figures, published this week, confirm that the Merseyside club brought in a substantial £122.8 million from their collaboration with the American sportswear giant. This sum places Liverpool joint-fourth among European clubs for kit and merchandising revenue, alongside Manchester United.

Only Real Madrid (£164.8m), Bayern Munich (£143.8m), and Barcelona (£143.8m) outperformed Liverpool in this regard.

This represents a £9.7 million increase on their 2022/23 figures, when the club earned £113.1 million from their Nike arrangement, according to UEFA’s previous reports.

Nike Deal Nears End as Adidas Return Expected

Liverpool’s current agreement with Nike, which began in 2020, is widely expected to conclude on 30 June 2025. Multiple reports indicate that German manufacturer Adidas is poised to take over from 1 July 2025, marking a return to a brand that previously supplied the club’s kits from 1985 to 1996 and 2006 to 2012.

The anticipated Adidas partnership is reportedly a five-year agreement running until 2030, though neither the club nor the brand have publicly confirmed the terms.

Why Liverpool’s Nike Deal Was Unique

When Liverpool initially signed with Nike, the base fee of £30 million per season raised eyebrows, as it was lower than the £45 million per year previously received from New Balance. However, the structure of the contract was vastly different.

Credit: Footy Headlines

Rather than relying on a fixed annual sum, Liverpool’s deal with Nike was built around royalty-based earnings, ensuring the club profited significantly from global kit and merchandise sales. This model has allowed the club to see exponential revenue growth, culminating in the latest figures that place them among Europe’s top earners in this space.

Rising Costs Offset Liverpool’s Kit Revenue Growth

Despite the strong commercial performance, Liverpool recorded a £57 million pre-tax loss in 2023/24. The increase in earnings from Nike and other commercial ventures was not enough to counterbalance rising costs across the club’s operations.

These financial pressures stem primarily from higher wages for players and staff, as well as escalating operational expenses, which have led to an overall financial shortfall despite revenue growth.

As Liverpool prepare for what appears to be a new chapter with Adidas, the club’s ability to optimise future earnings while managing rising expenditures will be key to maintaining long-term financial stabilily