Liverpool can get extra Nike boost with smart FSG deal as Reds beat Barcelona and Man United


Since becoming Liverpool’s shirt maker in the summer of 2020, Nike have hit a few home runs.

The sports giant took over from fellow American sports brand New Balance after Liverpool exercised their option to end the relationship early.

This is Nike’s second season as the Reds’ kit maker, and so far there haven’t been many failed offers.

Last season’s home kit was very popular among the fans. This season’s cream away shirt, which pays homage to the original cream away shirt from the 1996/97 season, sold out so fast that Liverpool had to ask Nike for more shirts after it sold out within days.

Nike’s success with Liverpool is reflected in the numbers, with recent research showing Liverpool kits have sold among the best in Europe.

Euromerica Sport Marketing have revealed that German giants Bayern Munich have the best-selling shirts in 2021, with the perennial Bundesliga champions moving some 3.2 million shirts in 12 months.

Real Madrid are second on the list, with just over 3 million. Liverpool finish third on the podium, with the Reds selling 2.4 million.

The club’s biggest rival, Manchester United, is fourth, with around 1.9 million shirts sold. Another member of Europe’s royal stable, Juventus, completes the top five with 1.4m.

Moreover, in terms of shirts sold with player names, Mohamed Salah is high on the list, with the Egyptian ranking fourth in the top 10. Surprisingly, Bayern striker Robert Lewandowski finished above the commercial stalwarts Lionel Messi and Cristiano Ronaldo on the list, who came second and third.

Shirts with Salah’s name on the back moved around 816,000 units.

The analysis was carried out from January 2020 to 2021, and therefore includes some residuals from the New Balance era.

However, it makes for enjoyable reading for Liverpool fans.

Especially considering the nature of their deal with Nike.

When Liverpool made the switch from New Balance, one of the conditions that appealed to the club was a higher percentage of shirts sold.

Despite the persistent myth of “club X signing player Y, and they’ll get the money back in a week” that pops up every time a major player moves to a new club, that’s not how it works.

Most clubs usually earn between 5 and 10% on each shirt sold, in addition to a fixed fee per season. In the case of Liverpool, Nike gives the club £30m as a package for making their shirts per season.

But the icing on the cake is the massive 20% share on every shirt sold, among the highest in the game.

With Liverpool shirts costing between £70-85 per shirt (adult sizes), that’s between £14-17 directed to the club for each shirt sold, and that doesn’t include children’s sizes.

Multiply that by 3.2 million, and that’s a lot of money for the club.

Of course, the mere fact that football shirts in general have fetched sky-high prices over the past decade means many fans are turning to dubious sources to buy them, and at a much lower cost.

But with Liverpool being the third best-selling team in Europe, it proves that fans are ready to bear the high price of wearing the colours.

And that only means more money flowing to the club and, theoretically, a new and improved contract for a certain No.11.


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