Liverpool reach settlement with Nike that will allow them to lift Premier League in New Balance kit
Liverpool reach settlement with Nike that will allow Jordan Henderson and Co to lift the Premier League title in their old New Balance strip before new £70m-a-year kit deal comes into place
- Champions elect Liverpool will finish the season wearing their New Balance kit
- Reds lifting title in New Balance kit is seen as a major marketing coup for brand
- The sportswear company’s five-year contract with Liverpool expires on May 31
- Nike were due to begin their staggering £70million-a-year Reds deal on June 1
- But they have now agreed to put back the activation date until start of next term
Liverpool have reached a financial settlement with new sponsors Nike that will allow them to finish the season and win the Premier League wearing 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 being unable to enter stadiums. Sportsmail can confirm that Jordan Henderson will lift the trophy while wearing a New Balance shirt.
That iconic moment — Liverpool winning their first Premier League title in New Balance kit — is seen as a major marketing opportunity for the sportswear company, who have produced the biggest-selling kit in the club’s history. The New Balance five-year Anfield contract expires on May 31.
Champions elect Liverpool will lift the Premier League trophy wearing their New Balance strip
Mohamed Salah and Co were coasting towards the Premier League title before the suspension
New sponsors Nike were due to begin their £70million-a-year Liverpool deal on June 1. Following talks involving all three parties, however, the American giant have agreed to put back the activation date until the start of the 2020-21 season — in return for significant compensation.
So Jurgen Klopp’s side will complete the season wearing New Balance.
Liverpool always intended to honour what they consider an ethical obligation to complete the campaign in New Balance kit if possible. They are pleased that complex negotiations which started in March have finally been resolved.
Reaching an amicable settlement is even more of an achievement given New Balance took Liverpool to the High Court last year, arguing that they had the right to match any offers from rival companies to continue their partnership. The judgment went against them.
Jurgen Klopp’s side returned to group training on Wednesday at their Melwood base
Liverpool’s decision to delay activating a more lucrative contract with Nike will be monitored by other clubs who have commercial deals expiring this summer.
Newcastle and Watford’s kit deals with Puma and adidas will expire before the season is completed, five Premier League clubs are due to have new shirt sponsors next season and another five are searching for new sleeve sponsors.
Everton on Wednesday announced a new kit deal with Hummel worth £10m a year, which is a record for the club but pales compared to Liverpool’s deal with Nike — a record figure for a British club and a huge rise on the £40m a year paid by New Balance.
Liverpool will now begin their £70million-a-year partnership with Nike at the start of next term