Liverpool reach settlement with Nike allowing Jordan Henderson and Co to lift the Premier League title in their old New Balance strip before a new £ 70m a year kit deal is signed
- Champions elect Liverpool will end the season with their New Balance kit
- Reds tilt title in New Balance kit is considered an important marketing coup for the brand
- The sportswear company’s five-year contract with Liverpool expires on May 31
- Nike would begin their stunning £ 70 million a year Reds deal on June 1
- But they have now agreed to extend the activation date to the beginning of the next term
Liverpool have made a financial arrangement with new sponsors Nike to help them finish the season and win the Premier League with their New Balance kit.
Premier League chief executive Richard Masters revealed earlier this week that they are planning a presentation ceremony for Liverpool despite fans unable to enter the stadiums. Sports email can confirm that Jordan Henderson will lift the trophy while wearing a New Balance shirt.
That iconic moment – Liverpool winning its first Premier League title in the New Balance kit – is seen as an important marketing opportunity for the sportswear company, which has produced the best-selling kit in the club’s history. The New Balance five-year Anfield contract will expire on May 31.
Champions elect Liverpool are lifting the Premier League trophy with their New Balance strip
Mohamed Salah and Co were on their way to the Premier League title before the suspension
New sponsors Nike would start their £ 70 million a year Liverpool deal on June 1. However, after discussions with all three parties, the American giant has agreed to reset the activation date to the start of the 2020-21 season – in exchange for a significant fee.
So Jurgen Klopp’s side completes the season with New Balance.
Liverpool always intended to honor what they consider an ethical obligation to complete the campaign in the New Balance kit if possible. They are pleased that the complex negotiations started in March have finally been completed.
Reaching an amicable settlement is even more of an achievement, as New Balance brought Liverpool to the Supreme Court last year, arguing that they had the right to match offers from competing companies to continue their partnership. The judgment went against them.
Jurgen Klopp’s side returned to group training on their Melwood base on Wednesday
Liverpool’s decision to postpone activation of a more lucrative contract with Nike will be followed up by other clubs with commercial deals ending this summer.
Newcastle and Watford’s kit deals with Puma and adidas are running out before the season ends, five Premier League clubs will have new shirt sponsors next season and another five are looking for new sleeve sponsors.
Everton announced a new kit deal with Hummel worth £ 10 million a year on Wednesday, which is a record for the club, but pales in comparison to Liverpool’s deal with Nike – a record for a UK club and a massive rise in £ 40 million paid annually by New Balance.
Liverpool will now begin their £ 70 million a year partnership with Nike at the beginning of the next term