LFC "thrilled" with "record-breaking" kit deal

AS confirmed earlier tonight, a club record-breaking kit deal has been announced between Liverpool FC and New Balance Football and the Reds’ Chief Commercial Officer, Billy Hogan, says the club are “excited” about the news.

New Balance FootballHogan said: “We are thrilled to announce this sponsorship of one of the world’s leading sportswear brands, which is a record-breaking deal for the Club.

“Like Liverpool FC,” he added, “New Balance has over 100 years of heritage and a global footprint.

“Not only are they well known for their technical innovation across a range of sports but they also have a presence in many countries across the world, which will all feature LFC kit. We are very excited about joining forces with them.”

New Balance Football takes over from Warrior Football, both brand names from parent company New Balance, but the Boston-based firm has chosen to use its own name now in its assault on the “global football” market. Warrior will now focus on lacrosse and ice hockey.

No figures were officially revealed as to the value of the deal but it is believed the deal is worth a minimum of $40m (£26m) per year for the Anfield side.

From next season New Balance Football not only be the name on Liverpool’s match kits but also on “all training apparel”. Liverpool kits will go on sale around the world in New Balance retail stores as part of the deal, a move which NB say “will drive New Balance’s growth and entry into the football market.”

Richard Wright, New Balance Football’s General Manager, is also glad the deal is done: “Liverpool FC is one of the most successful and decorated clubs in world football,” he says, “and we’re delighted to partner with the club.

“The sponsorship represents an important step for New Balance launching into football and reflects the global growth ambitions of the brand. Over the course of the contract New Balance will bring innovation and world class product to Liverpool FC and its global fan base.”

The joint press statement also points out that: “New Balance’s sponsorship with Liverpool FC continues the strong and ongoing relationship with Fenway Sports Group (FSG). The sportswear manufacturer also has a long-standing relationship with the Boston Red Sox and has previously been involved with Roush Fenway, both owned by FSG.”

At a launch event this evening, taking place at the same time as Liverpool were beating Bolton 2-1 in the FA Cup 4th round replay, New Balance Football also revealed the individual players they will be sponsoring under the new brand name.

NB football group shot 2