Liverpool are attempting to make the most of their recent resurgence.
Flying high at the top of the Premier League table, the Liverpool Echo are reporting that the club are eyeing a record-breaking new kit deal.
Liverpool currently earn around £45 million per season from their deal with New Balance.
That arrangement expires at the end of the 2019-20 season and Liverpool’s managing director Billy Hogan is pursuing a new deal.
Manchester United’s £75 million-per-season contract with Adidas, the most lucrative deal in the top flight, is the benchmark. Liverpool, who reached the final of the Champions League in 2018, believe they should be commanding a similar figure.
So New Balance will have to increase their current terms or they could very well lose Liverpool.
The Echo add that the Reds are open to offers from Adidas, Nike and Puma.
Adidas concept kits
Liverpool have plenty of leverage in discussions; they are a rising force and manager Jurgen Klopp always wears a tracksuit on the touchline.
So, how could Liverpool look with Adidas kits instead of New Balance?
A supporter has designed three concept kits - home, away and third kit - and they look absolutely gorgeous.
Imagine seeing Mohamed Salah and Virgil van Dijk in those, Liverpool fans.
The image was posted on Liverpool's subreddit by user RadixLupus.
Arsenal, Chelsea and City earn more
It’s just as important in the modern era that clubs are successful off the pitch as they are on it and Man United, Arsenal, Chelsea and Manchester City all earn more from their kit suppliers than Liverpool do.
Indeed, Adidas chief executive Herbert Hainer expects the deal with Man United - a £750m contract over 10 years - will be profitable for both parties.
“We expect total sales to reach £1.5bn during the duration of our partnership,” Hainer said when the agreement was announced in 2014, per BBC Sport.
Should Liverpool end their long wait to win the Premier League title this season, or reach the latter stages of the Champions League once again, then the Reds will surely earn a deal that puts them alongside the Red Devils.