The Premier League's Three Biggest Kit Manufacturing Deals
The Premier League is a money-making machine. Clubs make money from a plethora of different avenues. Television money is the primary source, with broadcasters Sky Sports and TNT Sports forking out an eye-watering £6.7bn to cover games earlier this year. As well as that there are rights deals, player transfers, matchday attendance and merchandise sales all to factor in.
However, another earner that is often overlooked is kit manufacturing deals. In recent years, the amount of money brands such as Adidas and Nike have been paying to clubs in order to produce a club’s home, away, third and training apparel has gone through the roof. Here are the three biggest deals in the league at present.
Manchester United & Adidas – £90m per year
Manchester United’s old kit deal with Adidas was the biggest in Premier League history with a total value of £750m over 10 years. That was signed back in 2015 and it was the biggest deal ever penned in football history, until the German sportswear giant forked out a mighty £100m per year with Real Madrid a few years later. That triggered the Red Devils to seek further compensation and last year, they got exactly that when they signed a new contract with Adidas which will see them earn £90m per year up until 2035.
The two brands go together like peas and carrots, and the distinctive Adidas stripes have become synonymous with the club’s bold red jerseys. In recent years, the Red Devils have slid down the Premier League table, and this year at the halfway point betting sites have made them huge outsiders to climb their way to the division’s summit. As such, Adidas has embraced a retro vibe looking back toward happier times, with the 2019/20 away jersey drawing inspiration from the iconic 1999 treble-winning season.
Manchester City & Puma – £65m per year
When Nike ended reigning treble holders Manchester City’s kit deal in 2013, Puma came through with an offer worth £50m per year. This was a significant deal at the time, but the current partnership – penned in 2019 – between the two parties is now valued at £65m, the second-highest in the league. Under Puma, the Blues have seen new designs hit the market regularly.
Their partnership has yielded some eye-catching and unique jerseys, with the 2020/21 home kit featuring a jagged blue pattern that fans either love or loathe. But whether you’re a fan of the design or not, there’s no denying that Puma has put their own stamp on City’s kits.
Liverpool & Nike – £60m per year
When Liverpool’s deal with New Balance expired in 2020, the Reds signed on with American sportswear giant Nike in 2020 in a deal worth £60m per year. This is a significant increase over the Merseysiders’ previous deal, and it’s safe to say that they have pulled out all the stops to make their mark on Liverpool’s jerseys. They must have hoped that they penned the deal a couple of years prior mind you, considering the fact that the club lifted the UEFA Champions League for the sixth time in 2019 before lifting the Premier League for the first time in almost 30 years the following year.
But Liverpool and Nike have endured their fair share of success as well. The Reds wore the famed tick as they reached yet another European Cup final in 2022, but this time they were downed by Real Madrid in Paris. But they did go on to lift both the FA Cup and the League Cup that year, which ultimately wound up being consolation prizes.
