When Liverpool came to renegotiate their deal with Adidas early in Fenway Sports Group's reign at Anfield, the lack of on-pitch success was something that was hurting their negotiating position.
The 2011/12 season would be the final season for Liverpool and Adidas' partnership after a six-year run. But the Reds at the time they sought to renegotiate their deal with one of the biggest sports manufacturers in the world were coming into it struggling on the pitch.
That season Liverpool finished eighth and missed out on the Champions League, and it were almost two years without Champions League football. The early years of the Adidas partnership had seen Liverpool beaten finalists in 2006/07, semi-finalists in 2007/08 and quarter finalists in 2008/09.
