Liverpool FC
Liverpool FC

Liverpool looking at £75m kit deal with New Balance agreement nearing end

Liverpool CEO Peter Moore says the club are “entertaining offers” for a new kit deal as their current contract with New Balance expires in 2020.

Liverpool originally signed up with Warrior in 2012, before they rebranded their football division to parent company New Balance before the 2015/16 season.

The current deal is worth £45million, however there is a view that this undervalues the club at this specific moment, with progress clear both on and off the pitch since that agreement.

Liverpool are believed to have been in talks with the American company for months as they look to secure a lucrative contract extension to match some of their rivals’ deals.

(£60m) and (soon to be £60m) both earn more than Liverpool, whilst rivals have a substantial agreement worth £75m per season.

Peter Moore
Image: Getty Images/Liverpool FC

It has been reported that New Balance would need to match the figure Adidas pay Man United should they wish to continue as the Reds’ kit suppliers.

Speaking to Arabian Business, CEO Moore admitted that the club are “entertaining offers” ahead of their current deal’s expiry in 2020.

“It’s an important part of our overall commercial makeup, not only for the revenue it brings, but live-and-die soccer fans [care] about their kit manufacturer and designs as part of how they show themselves as fans,” he explained.

“We think we are uniquely placed right now to build upon what we already have with New Balance…we think it’s a great opportunity to build on our global distribution.”

It remains to be seen whether the club reach an agreement with New Balance, who have close links with Liverpool owner John Henry and other top officials in FSG.

Liverpool a much more attractive proposition compared to seven years ago, when the original £45m deal was agreed. The club have also held talks with several other suppliers including Nike, Adidas and Puma.

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