Liverpool signs deal with Nike to allow Jordan Henderson and Co to win Premier League title in their former New Balance strip before new £ 70m p.a. contract is put in place
- Elected Liverpool Champions End Season With New Balance Kit
- Reds winning title in New Balance kit considered major marketing move for brand
- Sportswear company’s five-year contract with Liverpool expires May 31
- Nike was due to start its incredible £ 70 million a year contract on June 1
- But they have now agreed to postpone the activation date until the start of the next term
Liverpool have signed a financial agreement with new Nike sponsors that will allow them to end the season and win the Premier League with their New Balance kit.
Premier League chief executive Richard Masters revealed earlier this week that they are planning a presentation ceremony for Liverpool, although fans cannot enter the stadiums. Sportsmail can confirm that Jordan Henderson will lift the trophy while wearing a New Balance shirt.
This iconic moment – Liverpool winning its first Premier League title in the New Balance kit – is considered a major marketing opportunity for the sportswear company, which produced the best-selling kit in club history. New Balance’s five-year Anfield contract expires May 31.
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New Nike sponsors were slated to begin their £ 70m Liverpool contract on June 1. After discussions involving the three sides, however, the US giant agreed to postpone the activation date until the start of the 2020-21 season – in exchange for substantial compensation.
Jurgen Klopp’s team will end the season with New Balance.
Liverpool have always intended to honor what they see as an ethical obligation to complete the campaign in the New Balance kit if possible. They welcome the fact that the complex negotiations which started in March have finally been resolved.
Reaching an amicable settlement is even more successful since New Balance brought 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 team resumed group training on Wednesday at their Melwood base
Liverpool’s decision to delay the activation of a more lucrative contract with Nike will be monitored by other clubs whose trade agreements expire this summer.
Newcastle and Watford’s kit deals with Puma and adidas will expire before the end of the season, five Premier League clubs are expected to have new sponsors for next season and five more are looking for new sponsors for the heats.
Everton announced on Wednesday a new kit deal with Hummel worth £ 10 million a year, which is a record for the club but pale compared to Liverpool’s deal with Nike – a record figure for a British club and a huge increase from the £ 40 million a year paid by New Balance.
Liverpool to start £ 70m partnership with Nike at start of next term