A £40m-a-year deal between UK’s Liverpool FC and American sportswear brand New Balance will come to an end in May 2020, following a legal battle over whether Liverpool was obligated to renew the New Balance sponsorship.

Terms of the original deal stipulated that New Balance could renew its sponsorship, as long as it could match any offers from competitors. At the heart of the legal battle was a five-year, £30m-a-year deal from Nike.

New Balance claimed it could match Nike’s deal, while Liverpool claimed Nike’s deal was superior in terms of marketing capabilities. 

The judge in the case ultimately ruled that the New Balance offer on marketing was not as good for Liverpool, and that New Balance couldn’t match Nike’s promise to use celebrities such as tennis star Serena Williams or the musician Drake. 

Liverpool FC will continue with New Balance for the current season, as it prepares for next season’s kits with Nike. 

Image: New Balance