Liverpool still has one season to go for their kit sponsorship deal with New Balance. However, the Premier League top rung club has already started exploring more options to better their record contract with New Balance, which will expire after the 2019-20 season.
While exploring more options, the club is also engaged in negotiations with incumbent New Balance, Liverpool managing director Billy Hogan has confirmed.
The Liverpool-New Balance ongoing deal is reported to be worth £45 million ($ 57.7 mn), the highest ever in the history of the club.
The club’s New Balance shirts are also in high demand with the fans. There was ‘no-stock’ information for the shirts on club’s online store.
The Reds had reportedly opened about extending their agreement with New Balance. However, the club has now confirmed that is open to and is negotiating a deal with other brands.
Liverpool, according to reports, are expecting to surpass the £75 ($ 96 million) annual contract between Manchester United and adidas.
“We are in conversation with New Balance and we are in conversation with others as well,” Billy Hogan, Liverpool’s chief commercial officer, has told The Drum. “(The deal) is an incredibly important partnership – not just for the financial support it delivers for the club but also from the distribution standpoint.”
Liverpool are wearing the New Balance kits since the 2015-16 season when the Boston-based brand inherited the inventory from its affiliate company Warrior Sports.
Liverpool had last week announced a world record pre-tax profit £125 million ($162 million) for the 2017-18 financial year.
The club is at present placed second in the Premier League table, although they have a game in hand over league-leaders Manchester City. They host Bayern Munich on Tuesday in the first leg of their UEFA Champions League round of 16 tie before travelling to play Manchester United in domestic action on 24th February.