Liverpool's decision to partner with sportswear giant Nike back in 2019 was taken with the aim of significantly improving their revenue streams in the longer term.
So willing were the Reds to link up with the US firm that they headed to the High Court in a bid to end their deal with former kit partner New Balance, who had argued that a clause in their deal whereby they could extend if they matched competitors on the value of the deal meant that they were offering more than Nike.
New Balance's deal with Liverpool was reported to be in excess of £40m per year, the deal with Nike considerably less per annum at around £30m. But it is what Nike could bring that New Balance couldn't is what prompted the decision to be ruled in favour of Nike, with the deal finally beginning at the start of the 2020/21 season.
