Liverpool look for bumper Puma kit deal

29 July 2019 | Commercial & Sponsorship
Liverpool look for bumper Puma kit deal
German sportswear manufacturer Puma is eyeing a deal with Liverpool as the European soccer champions look to secure a bumper new kit partnership, according to the Daily Mail.

The Reds currently bring in UK£45 million (US$55 million) a season from current supplier New Balance but that deal ends after the at the 2019/20 campaign.

The Daily Mail’s report suggests that the global reach of rival brands such as Nike and Adidas, as well current suppliers New Balance, put them ahead of Puma, but the German company is not out of contention yet.

Puma recently signed a major deal with Manchester City, who pipped Liverpool to the title by a single point last season. If Liverpool do strike a deal with Puma, it is not yet clear if they will earn more than City’s ten-year, UK£650 million (US$802 million) agreement, although it should be noted that arrangement covers several clubs under the City Football Group (CFG) umbrella.

Liverpool were previously reported to be in advanced talks with Nike over a new kit deal that they hoped would surpass fellow Premier League side Manchester United’s current UK£750 million (US$925 million) partnership with Adidas, a league record. The club have held discussions with a number of big-name brands as they try to capitalise on their on-field success.

Currently, the most lucrative kit deal in soccer history belongs to Spanish giants Real Madrid, who are apparently set to earn a guaranteed €1.1 billion (US$1.2 billion) from Adidas after signing an extension until the end of the 2027/28 season.

Staying with Liverpool, the club has also applied to trademark the word ‘Liverpool’ in the context of soccer products and services. Though the Reds are not looking for a monopoly over the word, the application aims to prevent counterfeiters from using it to impersonate the team and stop confusing consumers.

Liverpool Chief Executive Peter Moore told the BBC that club's battle was primarily with off-shore entities. "What we are trying to do is protect the football club, we are not looking to take ownership of 'Liverpool,’ he said.

"Right now we are under attack from large-scale manufacturing which is alluding to be official Liverpool FC merchandise.

"This is not an attack on local football and local vendors. We would never, in anyway, go after those organisations.

"They have 'fair use' of their names. They have nothing to fear whatsoever."

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