Liverpool have announced the most lucrative sponsorship deal in British football by agreeing a contract with Warrior Sports which will see the American company become the club's official kit supplier.
Warrior will create home, away and third strips for the Reds - as well as official training wear - during a partnership which will last for six years.
It is reported that Liverpool stand to make £150 million over the duration of the deal, which is the second largest of its kind in football.
Only Barcelona can boast a greater sponsorship agreement, with Nike paying £26.3 million-a-year to brand the European champion's official clothing.
Liverpool, though, have trumped Manchester United's deal with Nike, and managing director Ian Ayre could not be happier to sign with Warrior.
"Liverpool FC is thrilled to be able to announce this fantastic Partnership with Warrior Sports for the 2012-2013 Barclays Premier League season onwards," he told the official Liverpool website.
"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."