Liverpool have secured the biggest kit deal in English football history,
the £25 million-a-year contract with Boston-based Warrior Sports more
than doubling the Anfield club’s present agreement with adidas.
The Times understands that Warrior, a subsidiary of New Balance, will
take over production of Liverpool kits in time for the 2012-13 season.
Adidas, which launched a new away kit last week as part of its £12
million-a-year contract with the club, had the chance to match the offer
but was not prepared to meet the American company’s price.
The link between Liverpool and Warrior is believed to be a long-term
relationship and outstrips the £23.3 million per year that Nike pays
Manchester United, the previous British record.
John W. Henry, the Liverpool owner, has insisted since taking over at
Anfield in October that the club would only spend money that it
generates. With Liverpool unlikely to qualify for the Champions League
this season, some had questioned their ability to compete in the
transfer market.
However, the agreement with a brand better known in the lacrosse world
would appear to have solved the short-term cashflow problems caused by
failure to qualify for Europe’s premier club tournament.
Sources inside Anfield have been increasingly bullish about their summer
spending power and Kenny Dalglish is likely to have a considerable war
chest when the transfer window opens.
Although the Liverpool caretaker manager believes that the crop of
youngsters emerging from the academy has the potential to continue
making a positive impression on his squad, he maintains that investment
is necessary during the close season if the club are to become
competitive again.
“It’s important that there is room for development for players, but it’s
also important you don’t use it as an excuse not to spend money and not
improve what you’ve already got,” Dalglish said.
“Age does not determine their ability to play. So if we’re convinced we
have young players who are maybe better than what’s available, then
we’ll keep our younger players.
“But that does not say we don’t want to improve as a football club. We
do need to leave some path open if we do think there are players who can
come in. If they develop then fine, if they don’t, we’ve got a problem.
But if you buy a player in and he doesn’t produce, you’ve got a bigger
problem.”
According to PR Marketing, a German market research company, Liverpool
are the fourth-biggest replica kit seller in football, behind United,
Real Madrid and Barcelona.
About 900,000 shirts are sold annually and, in the adidas stable, only
Real sell more jerseys. Liverpool’s defection has come as a huge blow to
the manufacturer.
Fenway Sports Group (FSG), Liverpool’s owner, has in recent months
become increasingly close to Jim Davis, the chairman of New Balance.
This month New Balance, previously best known for its running shoes,
announced a multiyear partnership with the Boston Red Sox, who share the
same owner as Liverpool. Along with a kit deal, New Balance is thought
to have paid in the region of $1 million (about £600,000) for a 70-foot
illuminated logo inside Fenway Park, the home of the Red Sox.
United’s groundbreaking 13-year deal with Nike expires in 2015 and the
Old Trafford club will expect an even bigger cheque when the time comes
to negotiate with kit manufacturers.