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Liverpool ‘Entertaining Offers’ for Record Kit Deal

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The club are looking to translate their sporting success into financial gain.

Liverpool FC v Arsenal FC - Premier League
The new Liverpool maternity wear line.
Photo by Clive Brunskill/Getty Images

He may use business buzzword terminology with a sort of cringeworthy earnestness that is as likely to estrange him from as endear him to fans, but one thing is absolutely certain; Peter Moore’s stint as CEO of Liverpool has been a rousing success thus far. Replacing the departed Ian Ayre in the summer of 2017, the former head of Electronic Arts and Sega has already overseen a run to the Champions League final and the best start to a Premier League season in the club’s history.

Supervillain smile and goatee aside, the Liverpool-born 55 year-old undoubtedly has the club’s best interests at hears — it is his job, after all — and now, as he looks to lead Reds Inc into a decade of glorious success, Moore has intimated that the club are looking to break records with their new kit deal.

As Liverpool’s current contract — worth £45m per season — runs out next summer, and with the club in a stronger position both on and off the pitch than at any time in the past three decades, chances are brands will be lining up to put their logos on Reds apparel. Manchester United, Chelsea and Arsenal are all outearning the Merseysiders on the kit front, and the club’s CEO will almost certainly be looking to right that wrong.

“It’s an important part of our overall commercial make-up, not only for the revenue it brings, but live-and-die soccer fans [care] about their kit manufacturer and designs as part of how they show themselves as fans,” Moore told Arabian Business. “We think we are uniquely placed right now to build upon what we already have with New Balance… we think it’s a great opportunity to build on our global distribution.”

It is clear that the club would like to continue their partnership with New Balance — manufacturers of both the Toxic Thunder and the Melanin Kit in recent years — but the boss is well aware of the ever-increasing value of the Liverpool brand and NB will have to pony up some serious cash, preferably more than Adidas are currently paying sixth-placed United, if they are to earn an extension.

And, of course, down the line, and not to lose sight of the point of all this, that money will translate into more Virgil van Dijks and Mohamed Salahs and Alisson Beckers for us all to enjoy.