Stefan Borson: Liverpool have agreed £90m+ deal

Liverpool’s new sponsorship deal with Adidas could be worth more than Manchester United’s existing agreement with the company.

That is the view of former Man City financial adviser Stefan Borson, who exclusively told Football Insider the Merseysiders giants’ deal is structured in a different way to Man United’s and is more incentive-based.

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

Arne Slot’s side 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.

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.

Liverpool deal includes lucrative incentives

Borson revealed the Merseysiders’ deal will be worth considerably more than the guaranteed £60million fee once the bonuses are factored in.

He told Football Insider: “I would think it’s at least the level of United’s deal by the time you add the actual sales commissions.

“We are lucky in that the details of the United Adidas deal are within the accounts because they have to disclose them.

“Liverpool don’t have to disclose it and break it down, so it’s slightly different.

“We know that the United one is £90million a year.

“I think it’s structured in a different way, so I think there is more incentive on the Liverpool one, which means if they sell more product they get above and beyond the minimum guarantees that are in that contract.

“I think there is a good chance that they will earn at least the £90million United are earning, possibly even above that.”

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

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