Everton’s former chief Keith Wyness has claimed Adidas’ Liverpool strategy is “very powerful” after they agreed to become kit suppliers from the 2025-26 season.
Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – claimed tying player’s boot deals with the club’s kit sponsor is a “very potent combination” from a marketing perspective.
Liverpool will wear Adidas kits from the 2025-26 season after agreeing a five-year deal to succeed Nike.
Nike currently pay a base fee of £30million to be the club’s kit supplier – but Football Insider revealed on Thursday (25 April) that the Reds are set to earn up to £80million per season from the new Adidas deal.
Liverpool have unlocked ‘very potent’ strategy with Adidas deal, says Wyness
Alexander-Arnold, Mohamed Salah and Alexis Mac Allister are among the Liverpool players currently signed to the German sportswear giant.
Wyness told Football Insider‘s Insider Track podcast: “Adidas, it seems, are targeting the Premier League.
They’ll have Fulham, Arsenal, Liverpool, Aston Villa and Newcastle next season.
“The Premier League is still the most-watched league, and the North American market is important. There is new management at Adidas trying to lead things forward.
But maybe most important could be tying this in with player deals at Liverpool.
“Trent Alexander-Arnold has a boot deal with Adidas as well. If they can tie things together for both teams and players, it becomes a very powerful marketing strategy for the club.
“Certainly, the two together can combine for a very potent combination. They’re going to get bang for their buck.”
In other news, Liverpool brief media over manager deal as FSG’s real plan revealed.
For more Liverpool and exclusive news, follow us on Facebook or join our brand new WhatsApp Channel for instant updates to be sent straight to your phone.
