fb

Liverpool win after an own goal by Adidas.

Forget about the rivalry on the pitch between Manchester United and Liverpool. Forget about Luis Suarez refusing to shake hands with Patrice Evra at the game on Saturday.

No, the key question is who has got the biggest kit sponsorship deal in the world.

Manchester United’s kit is sponsored by Nike and until recently it was the largest kit sponsorship deal in the world. Liverpool however has just announced a new kit sponsorship deal which exceeds the Nike deal and makes it the biggest football shirt sponsorship deal in the world.

Liverpool’s kit used to be sponsored by Adidas but Adidas lost out in the new bid for sponsorship to American Sports Group Warrior Sports (who own the New Balance sports brand).

Adidas felt that Liverpool’s form over the last few years in the English Premier League hadn’t been that good and as a result didn’t bid as much for the sponsorship deal.

Warrior Sports though seem to have taken the view that Liverpool is a global brand as opposed to merely an English football club.

Liverpool FC has immense brand power overseas. Especially in Asia and the sales of their replica shirts are estimated to be nearly 900,000 a year.

There’s also an interesting observation in that their main sponsor of the shirt (as opposed to the kit supplier) is Standard Chartered.

The Standard Chartered bank isn’t present in the UK and therefore the bank’s sponsorship of the Liverpool shirt clearly isn’t aimed at the UK market but rather at the Asian, African and Middle Eastern markets where Liverpool have a strong following and Standard Chartered have a strong presence.

So, well done Warrior Sports for seeing the global appeal of the Liverpool brand.

As for Adidas, have they just kicked the ball into their own net?

Share this entry

Recent articles

View All Articles
Professionally qualified in one year – DipIFR
Mar 22, 2024
Title
Professionally qualified in one year – DipIFR
Excerpt

Unlocking Opportunities with DipIFR Introduction In the second installment of our series, we shift our focus to the […]

Professionally qualified in one year – CMA (USA)
Mar 21, 2024
Title
Professionally qualified in one year – CMA (USA)
Excerpt

Accelerate Your Career with CMA Certification Series Introduction In our fast-paced world, the demand for highly skilled professionals […]

Lego – building strategy blocks…
Mar 14, 2024
Title
Lego – building strategy blocks…
Excerpt

In the contemporary business environment, characterised by rapid changes and unforeseen challenges, companies across various industries must adapt […]

Weathering the chocolate storm?
Mar 12, 2024
Title
Weathering the chocolate storm?
Excerpt

In today’s interconnected global economy, the ripple effects of local weather phenomena can have far-reaching consequences, extending far […]

Pass the doughnuts…
Mar 12, 2024
Title
Pass the doughnuts…
Excerpt

Does your weight affect the amount of money you earn? That’s an interesting question and researchers from the […]

The Significance of Audit Quality: Lessons from KPMG’s Fines
Mar 06, 2024
Title
The Significance of Audit Quality: Lessons from KPMG’s Fines
Excerpt

In the intricate world of finance and business, the accuracy and integrity of a company’s financial statements stand […]

Insider Trading: A Cautionary Tale from the Oil Industry
Feb 29, 2024
Title
Insider Trading: A Cautionary Tale from the Oil Industry
Excerpt

In the complex world of finance, insider trading remains one of the most controversial and closely watched issues. […]

Lessons from Kraft Heinz’s Sales Decline
Feb 20, 2024
Title
Lessons from Kraft Heinz’s Sales Decline
Excerpt

In the fast-paced world of business, staying ahead of market trends and consumer preferences is paramount. The recent […]