The Anfield club’s current kit deal with New Balance ends at the end of the 2019-20 season and it is understood that talks to extend the current deal under improved terms have already got under way.
Liverpool’s current deal is worth £45m-a-year, but while the club and American kit company consider the agreement a massive success, it is understood New Balance will have to increase their sponsorship offer by at least £30m a year for it to continue.
They have reported two straight years of record kit sales.
Owners Fenway have overseen massive progress at the club since signing a kit deal with Warrior at the beginning of the 2012-13 season, before the sponsorship switched to parent company New Balance ahead of the 2015-16 season.
Liverpool were also listed in the world’s top five strongest football brands in The Football 50 table, conducted by Brand Finance during the summer. Liverpool were behind only Barcelona, Real Madrid, Bayern Munich and Manchester United.
‘The club are established in Europe again and challenging at home. They were the most watched Premier League team last season with 880 million viewers across all competitions.
‘Liverpool will be competing with Manchester United’s £75m-a-year deal. They are open to extending with New Balance, but if they don’t come up with the cash, the club would be open to finding another partner.’
Both Arsenal and Chelsea earn £60m a year from their latest kit deals. Arsenal start a five-year deal with adidas worth £300m in the summer, while Chelsea signed 15-year deal with Nike in 2016 worth £900m.
Manchester City have signed a £50m a year deal with Puma starting next season.
BIGGEST PREMIER LEAGUE KIT DEALS (2018-19 SEASON)
- Manchester United – £75m (adidas)
- Chelsea – £60m (Nike)
- Liverpool – £45m (New Balance)
- Manchester City – £41m (Nike)
- Arsenal – £30m (Puma)
- Tottenham – £30m (Nike)