Overview

• The Adidas partnership launched on August 1 produced home kit sales over 700% higher than last year and drew orders from 150 countries, with Florian Wirtz’s No.7 shirt emerging as the top seller.
• Liverpool reported more than 40 million video views, 17 million engagements and 423 million impressions on social channels for the kit launch, making it the Premier League’s most engaged campaign of the season.
• To relieve capacity constraints at Prescot, the club opened a Netherlands distribution centre with UPS and signalled plans for additional hubs to support growing global demand.
• Liverpool now operates 20 standalone stores worldwide—adding outlets in Copenhagen and Hong Kong this year—and has ambitions to open retail locations in the United States within the next 12 months.
• Although the ten-year deal’s annual base value is estimated at £65–70 million, variable performance bonuses and Liverpool’s share of merchandise revenue could substantially increase its overall worth.