Liverpool secured the biggest kit deal in English soccer history today after it was revealed that the Anfield club had signed a deal with Warrior Sports, according to The Daily Mail. The agreement will net Liverpool a staggering $41 million a year (£25 million), which smashes the previous record of Nike’s £23.5 million deal with Manchester United.
If you’re wondering, like me, who are Warrior Sports, they’re a US-based sports uniform company who specialize in uniforms for lacrosse teams. They also create hockey uniforms. Warrior Sports are headquartered in Warren, Michigan. In 2004, they were acquired by New Balance. And in 2007, they acquired Brine Sporting Goods. Brine is a more well-known soccer brand in the United States, where Brine soccer balls, goalkeeper gloves and shin-guards are quite well-known.
While the £25 million a year kit deal is twice as much as what Liverpool were getting from Adidas, my biggest concern is whether Warrior Sports can create a professional and aesthetically pleasing soccer kit. The first new Liverpool kit designed and manufactured by Warrior Sports will debut in the 2012-13 season, so they will have plenty of time to perfect the design.
According to The Daily Mail, Liverpool sell approximately 900,000 shirts a year. Only Manchester United, Barcelona and Real Madrid sell more soccer shirts.
While 25% of Premier League clubs are owned by American companies, American businesses are getting their share of the action when it comes to securing kit deals with Premiership clubs. Under Armour recently signed a deal with Tottenham Hotspur beginning with the 2012-13 season. Several clubs in the Premier League wear Nike, an American company. Many clubs wear Umbro, a brand which is owned by Nike. Adidas and Puma, meanwhile, are German companies.
Liverpool Football Club or Fenway Sports Group have yet to confirm the Warrior Sports news.