Liverpool’s kit deal with New Balance is winding down.
New Balance have supplied Liverpool’s kits since the 2015/16 season and the partnership has been successful so far.
This season’s kit has been particularly popular, having been the highest selling in Liverpool’s history.
However, with their deal with New Balance set to expire at the end of the 2019/20 season, Liverpool have been searching for a lucrative new deal.
Managing director Billy Hogan confirmed in February that they were in talks with New Balance to extend their deal.
“We are in conversation with New Balance and we are in conversation with others as well,” Hogan told The Drum, per the Liverpool Echo.
“(The kit deal) is an incredibly important partnership – not just for the financial support it delivers for the club but also from the distribution standpoint.”
However, it now seems that Liverpool will not be extending their partnership with New Balance.
ESPN have reported that the Merseyside club are in ‘advanced talks’ with Nike over a new long-term kit deal.
If a deal is completed, it is expected to exceed Manchester United’s £750 million agreement with Adidas and become the biggest ever struck by a Premier League club.
Liverpool have also held discussions with Adidas and Puma over a new kit deal.
But it is believed Nike are favourites to secure the Liverpool contract due to their readiness to put the club in the same earnings league as United.
New Balance could still extend their deal though, as it is believed they have a clause in their current contract which enables them to retain and extend their deal by equalling any rival offer.
However, whether they will want to match a record breaking offer from Nike remains to be seen.
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