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Why New Balance’s attempt to scupper Liverpool deal with Nike is futile

Liverpool find themselves in the middle of a battle between kit partners. Following the clubs sharp rise during Jürgen Klopp’s tenure.

Over the last week, Nike made a bid to become Liverpool’s next kit sponsor in a record deal. However, current partner New Balance threw a spanner in the works and have taken the case to court, arguing they have the right to match the deal.

Naturally, the Reds are keen to take advantage of their recent success, and on the back of becoming Champions of Europe, are likely to see a deal close to the £75m-a-year deal that Manchester United are currently enjoying.

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Comparatively, Liverpool’s current deal is worth £45m-a-year and is simply a reflection of where the club found itself during the 2014/15 season when the deal was signed.

Liverpool’s last partnership with a global brand ended in 2012, when Adidas ended the deal after they felt the Reds performances on the pitch were sub-par.

They were worried the team’s form had a negative effect on the companies marketability.

Yes, it really did get that bad. So bad that global brand Adidas thought we would affect their marketability.

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Yet another factor Liverpool fans can thank Klopp and FSG for. Adidas ended up being justified, as the Reds ended the season in eighth.

European football and challenging for any form of silverware felt a far, far away.

European Success Makes Liverpool Most Sought After Club

Just seven years later, the Reds find themselves at the pinnacle of European football, genuine domestic title challengers and one of the most feared sides in world football.

This is the result. A legal battle between New Balance and Nike to earn the chance to represent Klopp’s red juggernaut.

In turn, the increased funding the club receives will ensure this cycle isn’t cut short, helping to further improve what is already an extremely impressive squad. 

The New Balance kits over the past few seasons have been quite professional and unique. The company clearly understood that Liverpool is a historic club and their uniforms needed to reflect that.

However, there is clearly an issue when it comes to supplying kits overseas. Unfortunately for New Balance, Nike would cover that problem instantly.

There is an argument to be made that Nike is known for designing generic shirts for their associated clubs but their global reach makes this decision a no-brainer for Liverpool.

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Liam Grimshaw
21, journalism graduate, avid LFC fan and aspiring writer.

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