Revealed: Liverpool's 'new £60m-a-year adidas deal' is STILL dwarfed by Man United's £900m partnership - but how does it compare to Europe's powerhouses?

Revealed: Liverpool's 'new £60m-a-year adidas deal' is STILL dwarfed by Man United's £900m partnership - but how does it compare to Europe's powerhouses? Manchester United's deal with adidas earns them some £90million-a-year LaLiga titans Real Madrid and Barcelona dominate the charts across Europe LISTEN NOW: It's All Kicking Off! , available wherever you get your podcasts. New episodes every Monday and Thursday By Dominic Hogan Published: 11:45, 23 October 2024 | Updated: 11:45, 23 October 2024 e-mail View comments Despite regularly touching the previously unheard of £80 mark, the importance of a club's football shirt feels at an all-time high. It's more than just the kit a team wears on a Saturday, but more of a fashion statement, with the game starting to acknowledge its intrinsic link to the increasing prominence of streetwear, and the importance of football to British urban culture.

Kits are selling out at record rates, with retro and throwback strips stoking the nostalgia that football fans perhaps cultivate more than any other section of society, perhaps allowing them to consider the eye-watering prices. Nowadays, there's even three kits for some of the biggest teams, meaning it has never really been more crucial for manufacturers to get it spot on. In recent years, adidas' willingness to utilise the iconic designs of yesteryear to modernise the top teams' kits has seen them become hugely successful, resulting in numerous cult classics.

Liverpool expect to make mor.