Klopp demands millions for signings, Liverpool willing to mortgage the club

We're not even halfway through the 22/23 season, and already images of Liverpool FC's new Nike kit have caused a cascade of comments on social media, with Red's fans mocking the lack of creativity from the American brand, who fans say is a real homage to Coca-Cola.

The leaked image depicts the round neck and sleeves, with Standard Chartered and Expedia sponsorships and the Liverpool crest in white. Only the serial number detail placed on the lower left side would be in dark colour. On closer inspection, the shade of red is very similar to the soft drink brand, which also has its origins in the United States.

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Nike and the Red's have been together since the 20/21 season, after the end of the contract with New Balance (30 June 2020). Since then, the Oregon-based brand has dressed all of the club's teams, including the foundation. The contract covers travel, training, training and playing apparel. According to the BBC, Nike is giving The Pool 30 million fixed plus variables per season.

There was much speculation that after the break-up of the last Manchester club and Nike (previously sponsoring United and City), the Americans would go all in for a top club on the Island, finding in the Red's the main market for brand positioning and management. After months of study and stalking, they bid thanks to the English court ruling rejecting an automatic renewal of New Balance.

<strong>Dreaming of Coca Cola sponsorship</strong>

Led by Liverpool FC, Nike currently sponsors four teams in the Premier League; Chelsea, Tottenham Hotspur and Brighton & Hove Albion. For fans, the relationship between Nike and The Pool is due to the fact that the investment group has its origins primarily in the US, with Fenway Sports Group (FSG) taking majority ownership in 2011, pulling the club through the Covid-19 pandemic.