Liverpool Teams Up With Warrior Sports Inc. to Strike Record Jersey Deal


January 19, 2012

Liverpool FC and Warrior Sports Inc. announced a partnership that will see the company make LFC’s home, away and third jerseys along with its practice gear for the next six years. Warrior will pay LFC a Premier League high £25million ($38.6 million) per year, according to the Associated Press.

The partnership will start on June 1. The reported annual value of the deal pays LFC double what Adidas pays under its expiring equipment deal. It also surpasses the £23 million ($35.6 million) Manchester United receives from Nike, as the most lucrative of its type in English soccer.

Warrior Sports is owned by Boston-based athletic products company New Balance. Warrior is best known for designing hockey and lacrosse gear, and the Liverpool partnership is its first in the world of soccer.

Liverpool announced the partnership in a club statement. It appears in full below:

The deal, which will come into play from June 1st 2012, will see Warrior create the Liverpool FC home, away and third kits, as well as their training wear for the next six years.

Owned by Boston based New Balance Athletic Shoe Inc., the move represents the starting point in Warrior Sports’ global football journey partnering with one of the biggest club sides in the history of world football. Warrior Sports recognises the heritage of Liverpool FC and has employed industry experts in design, development, marketing and implementation to ensure that the brand has the best people on hand to support the Partnership.

Richard Wright, General Manager for Warrior Sports comments: “At Warrior Sports we pride ourselves on high performance and an incredible desire to win. Our Partnership with Liverpool FC, a football institution and recognised brand name across the world, is the perfect fit. Warrior Sports has ventured into football to bring our knowledge of making top level product to a new playing field. We are not the sort of brand that is going to keep our head down. We are here to shake up the world of football and our Partnership with one of the most successful club teams of all time is just the start.”

Ian Ayre, Managing Director of Liverpool Football Club, added: “Liverpool FC is thrilled to be able to announce this fantastic Partnership with Warrior Sports for the 2012-2013 Barclays Premier League season onwards. This is another landmark deal for Liverpool Football Club and once again shows the value of the Club’s brand globally. Warrior Sports will bring its own unique brand and ideas to the Partnership, ensuring that they can assist us at the Club both on and off the field of play. Sharing the same focus of domination and winning will be an incredibly important part of this Partnership going forward. As with all our Partnerships we have taken time to form a relationship with the individuals behind this opportunity. I believe that Warrior have some outstanding people we can work closely with to continue to deliver quality products to our fans around the world.”

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