Liverpool are not just winning on the pitch — they’re scoring big off it too. The Premier League champions have smashed a new commercial record, overtaking long-time rivals Manchester United in off-field earnings.
And as impressive as that sounds, what’s coming next might be even more important for the club’s future.
Liverpool generated a whopping £308 million in commercial revenue last season. That number beats United’s £303 million, making it the first time Liverpool have led in this area during the Premier League era.
It’s another sign of how the Reds are turning dominance into a full-time job — on and off the field.
But here’s the twist: the biggest shift isn’t just in numbers — it’s in partnerships. A new kit deal is kicking off something much larger than just fresh jerseys.
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Liverpool now officially back with Adidas?
Yes, it’s official. Liverpool are back with Adidas. The English giants take over from Nike starting August 1. This isn’t just a shirt swap — it’s a game-changer in how the club plans to grow.
While the exact value of the new deal is under wraps, it’s expected to beat the previous £60 million-a-year deal with Nike.
And unlike the Nike contract, Adidas gives Liverpool more freedom. The Reds can now design and sell their own products. That’s like giving Slot the keys to the club store.
Ben Latty, Liverpool’s chief commercial officer, summed it up: “We do everything ourselves. Having flexibility and ensuring we get the product into the hands of our fans around the world through the right distribution network is really important.”
And with nine of Liverpool’s 20 retail stores based in Asia, the region is now a major part of the club’s global growth.
Add in rising partnerships with companies like UPS, Google Pixel, and Japan Airlines, and it’s clear the Reds aren’t just expanding — they’re evolving.
This isn’t just about shirts and slogans. It’s about building something bigger. Something lasting. Something red.
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