It is the saga that just keeps rumbling on. The Liverpool Nike deal has dominated the commercial rumour mill for months now. The sooner that the matter is put to bed the better.
Yesterday a development came that New Balance were seeking to hijack the deal with their own silly-money offer. Today’s episode of the drama comes from a report by the Mirror, the paper claiming that Nike are set to change their business model as a reaction to their forthcoming Premier League record kit deal with the Anfield club.
New Balance have been manufacturing the Reds’ kits since the start of the 2015-16 season, their agreement is due to expire next summer. Nike look set to fill the void with a kit deal that is rumoured to be worth £100m a season, earning Liverpool £1bn over a 10 year contract. The figures will dwarf Manchester United’s current £75m a season partnership with Adidas.
The Mirror is reporting that Nike are set to switch their focus from player sponsorship to kit deals with clubs. Suggestions are that the decision comes as a result of the monumental financial outlay that comes with their forthcoming Reds partnership. The sportswear giants are allegedly banking on stars wanting to stick with the company’s products despite a less lucrative financial package.
This shift in business direction from Nike is just the latest in the twists and turns that have cropped up throughout the drama that is the Liverpool Nike deal. We just hope that the partnership is agreed and announced soon so that Michael Edwards can start spending his pocket money on Jadon Sancho.