By Joe Durrans

Liverpool have started a new era under Arne Slot and to partner that they have announced a return deal as they will be partnering up with Adidas once again starting next season Dan spoke to Dave Powell to get the low down on Liverpool’s financial situation.

The deal is the most expensive kit deal the Reds have ever had, Dave said “It never really felt like a really comfortable fit for Liverpool with Nike, the kits didn’t always land particularly well, and it didn’t really feel like it was a brand that went hand in hand with Liverpool.



But commercially it did really well for them because they were given 20% add-ons from brand and merchandise, and they had a flat £30-35 million per year from fees.”

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“I think that Adidas are more in line with what Liverpool wants to do, I think there is of course the link to the past which brings that sense of nostalgia, and we could expect them to lean on that quite heavily.”

“I think what has happened with the accounts is something that you could have predicted quite accurately.

Emrah Cinik

“It was also the first time that they ticked over into the £100 million match day revenue and that is down to the completion of the expansion to the Anfield Road end which is impactful.

It is now Arsenal, Liverpool Man United and Spurs that are the four clubs that have crossed over into that £100 million bracket.”

“I expect that Liverpool will start to see a plateau in matchday revenue since there are limited things that you can do at Anfield, I expect the growth we will see for Liverpool around infrastructure will be surrounding ancillary developments, it may be hotels or music venues or things like that in the future.”

“Commercial revenue has gone on a big incline, and I think that is linked with how Liverpool are always going to be a globally recognised brand in the way that they leverage success on the pitch very well.

When I spoke to one of the important commercial directors at Liverpool, they explained to me that sponsors now want more than just exposure on the front of shirts or LED screens around the pitch, they want something impactful which will give them a return on their investment and satisfy the community element of what they need.”

Will Liverpool be in the market for a new left-back?

“Liverpool, if you look at profit and loss probably have around £150 million to lose before having to be concerned by PSR, so Liverpool won’t be losing that in a year therefore their headroom is closer to around £200 million.

It’s also not the case that the £200 million actually allows them to go and spend £200 million because if you went on a £300 million splurge over the summer the amortised cost over 5 years which is around £60M a year to add which means that they actually have the room to spend lots and lots of money should they wish.
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