After two back-to-back Glorius seasons under Jurgen Klopp, The red’s back to at the top, where it belongs. In 2020, Liverpool Kit Contract Deal with Nike overtakes the Chelsea kit deal with Nike. It becomes Nike’s biggest Premier league kit deal sponsorship with a club.
The initial kit deal was valued at £65 million per year. But after the champions league victory and premier league triumph, the deal is now worth £75 million, equivalent to the Man United Adidas deal.
Let’s take a look at the financial numbers behind Liverpool Kit Contract Deal with Nike:
| Contract | Details |
|---|---|
| Kit Supplier | Nike |
| DURATION | 6 years (2020-2026) |
| Yearly payments | £75 million |
| Total payment over 6 years | £450 million |
| Any performance-related clauses? | £5 million a year will be added to the yearly deal if Liverpool wins the Premier League. |
In January 2020, Liverpool announced its kit deal with American Sports brand Nike. The total worth of the deal is around £450 million over six years period. Moreover, Nike’s promise to increase the deal once sales increase.
However, its proposal of paying the club a 20% cut from the sales of all Liverpool products makes this partnership deal the most expensive one in English football.
The deal will end after the 2025-26 season if no extension is signed.
Liverpool Shirt sponsorship Contract Deal
The previous deal was worth 30 million pounds. However, in 2018, Liverpool and Standard Chartered both renewed the contract. Both agreed on an extension which saw a £10m increase from the previous annual revenue.
Let’s take a look at the financial numbers behind the deal:
| CONTRACT | DETAILS |
|---|---|
| DURATION | 4 years (2019-20 season to 2022-23) |
| Yearly payments | £40 million a year |
| Total payment over 4 years | £160 million |
| Any performance-related clauses? | £3 million a year will be wiped off the yearly deal if Liverpool fails to qualify for Champions League. |
Now their current deal is worth around £40m per year. The total value stands at £160 million over four years.
Standard Chartered is the club’s main shirt sponsor and sponsorship partner. Both Liverpool and Standard Chartered was together since 2010.
The London-based British multinational banking firm has seen its logo at the front of the Reds’ matchday kits for over a decade. However, The deal will end in 2023.
Liverpool Sleeve Contract Deal
Liverpool signed a sleeve sponsorship deal with Expedia in 2021. The previous deal with western Union was worth £5m a year. The new deal saw Liverpool take £8m a year.
The American online travel shopping company became the Official Sleeve Sponsor for The Red’s matchday kits in October 2020. The deal is set to run until the end of the 2022-23 season.
Conclusion
The Liverpool-Nike deal is the most lucrative and decorated kit supply deal in the English football league. The initial kit deal was valued at £65 million per year.
However, after the Champion league’s success, the deal is now worth £75 million, equivalent to the Man United-Adidas deal.
On the other hand, the Shirt sponsorship deal with Standard Chartered is worth around £40m per year. The total value stands at £160 million over four years.