Exclusive: Liverpool could blow Man United out of the water after £90m+ off-field deal agreed

Liverpool could be in line to earn more than Manchester United from their new sponsorship deal with Adidas, sources have told Football Insider. 

Football Insider revealed on 23 October the Merseyside giants’ five-year deal with the German manufacturer will be worth more than £60million a year.

Liverpool are set to switch suppliers ahead of the 2025-26 campaign once their current agreement with Nike expires at the end of this season.

Under the terms of the Nike deal, which has been in place since 2020, the Premier League side earns a guaranteed £30million a year, plus 20 per cent royalty on net sales of club products.

Man United’s 10-year deal with Adidas is worth £900million across the lifetime of the contract, while Arsenal earn £75million a season from the same supplier.

Although that is initially more than Liverpool’s guaranteed fee, their agreement has financial incentives built into it based on shirt sales and on-field performances.

Sources have told Football Insider those bonuses will ensure the Merseysiders rake in at least the £90million a season Man United currently earn and potentially more than that figure depending on their success over the coming years.

Liverpool commercial revenue to reach £300m after Adidas deal

Liverpool have been on the lookout for new revenue streams as they look to keep pace with the likes of Man United and Man City.

The Anfield club’s commercial revenue rose by £25million in their latest accounts for the 2022-23 season, taking their overall total to £272.5million.

But that left them still some way short of Man City’s £341.1million and Man United’s £302.9million across the same period.

Although Liverpool’s commercial revenue is expected to remain below £300million for 2023-24, Football Insider revealed on 28 August they should comfortably generate more than that figure this season, with the new Adidas deal set to increase it even further for 2024-25.

A UEFA report revealed the Merseysiders earned £110million in 2022-23 from kit and merchandise sales – the most in England’s top flight – with those numbers likely to ensure they make the most of their deal with the German supplier.

Arne Slot’s side’s impressive start to the season has provided optimism their on-field performances could also help strengthen the deal as they currently sit top of the Premier League table after eight games.

In other news, Liverpool could now sign an England international in stunning ‘£40m’ deal.

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