Liverpool FC signs new kit deal

LIVERPOOL Football Club has signed a new kit deal with US firm Warrior Sports worth a reported £25m a year, replacing its long-term partner Adidas.

The deal, which will come into play from June 1st 2012, will see Warrior create the Liverpool FC home, away and third kits, as well as their trainingwear for the next six years.

Warrior is a brand owned by Boston-based New Balance and its deal with Liverpool is its first major move into football.

Richard Wright, general manager for Warrior Sports, said: “Our Partnership with Liverpool FC, a football institution and recognised brand name across the world, is the perfect fit.

“Warrior Sports has ventured into football to bring our knowledge of making top-level product to a new playing field. We are not the sort of brand that is going to keep our head down. We are here to shake up the world of football and our partnership with one of the most successful club teams of all time is just the start.”
Ian Ayre, managing director of Liverpool Football Club, added: “Liverpool FC is thrilled to be able to announce this fantastic Partnership with Warrior Sports for the 2012-2013 Barclays Premier League season onwards.

“This is another landmark deal for Liverpool Football Club and once again shows the value of the club’s brand globally.

“As with all our partnerships, we have taken time to form a relationship with the individuals behind this opportunity. I believe that Warrior have some outstanding people we can work closely with to continue to deliver quality products to our fans around the world.”

The deal is worth considerably more than the £12m, six-year deal which will expire at the end of the season. However, Adidas chief executive Herbert Hainer has reportedly said that it did not believe the figure the club expected represented good value.

“The gap between their performance on the field and what the number should be is not in balance,” he said.