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Liverpool's Anfield home(Image: Laurence Griffiths)

Liverpool have surpassed Manchester United in terms of annual kit and merchandising revenue.

The Reds posted the fourth-highest figures in European football for 2024.

With the growth of the club on the pitch, the increased success brought by the Jurgen Klopp years, and the greater brand exposure globally that has come with that, Liverpool have been able to reach a wider audience and turned that into greater revenue.



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On Thursday, UEFA released its annual European Club Finance and Investment Report, which analyses the financial trends across the game on the continent and highlights some of the unseen factors that go into putting a successful product on the pitch.

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According to the latest report, Liverpool’s kit and merchandising revenue, with the club having a deal with U.S.

sportswear giant Nike until the end of the current campaign, delivered €146million (£122.7million) in revenue, a fraction above Manchester United’s, with the Red Devils occupying fifth spot.

The figures for the Reds meant that the kit and merchandising revenue accounted for 19% of total revenue for the club for 2023/24 financial year, a rise of 11% compared to the same period 12 months prior.

Tellingly, Liverpool’s kit and merchandise revenue is up 128% over the decade, a period when the club won the Premier League and the Champions League and appeared in two further Champions League finals.

Compared to Manchester United, who have been struggling for competitive success over the same period, their rise was 97%.

Over the five years up to 2024, Manchester United, who saw €116million (£97.5million) of kit and merchandise revenue in 2019, have dropped from third on the list to fifth after growth slowed to 25.8%, while Liverpool have climbed the rankings by outpacing their Manchester rivals by achieving 41.7% of growth over the same period.

Liverpool have been successful in leveraging what has happened on the pitch and the strength of the brand globally, tapping into new markets and demographics to make the most of the potential revenue.

The club engaged Nike in 2019 on a flat £35million per year deal.

The guaranteed annual sum, while far lower than their rivals, was added to considerably by the addition of 20% of sales of LFC/Nike merchandise coming back to the club to raise the annual sum received beyond £60million.

That has been enough to make Liverpool’s kit and merchandise revenue the highest among Premier League clubs, with Arsenal sixth, Tottenham Hotspur seventh, Chelsea eighth, and Manchester City 11th on the list.

City, whose figures stood at €76million (£63.9million), were behind clubs including Galatasaray on the UEFA list.

The top three was made up of Real Madrid (€196million), Bayern Munich (€171million) and Barcelona (€171million).

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Liverpool are to part ways with Nike this summer, a decision to be officially announced in the coming weeks, in order to partner with Adidas from the start of next season after the German sportswear manufacturer won a tender last year that included competition from both Nike and Puma.

Last week Liverpool posted its annual accounts which showed record revenues of £614million and record figures in both commercial (£308million) and matchday (£102million) but a pre-tax loss of £57million as increased costs and a season out of the Champions League were shown to be significantly impactful.


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