More Than a Trophy: How Liverpool FC Conquered the Premier League and the Global Market

• Liverpool FC’s brand value reaches approximately £1.4 billion after clinching the 2024/25 Premier League race.
  
• Commercial revenue crosses £300 million, with new deals flooding in from Adidas, Google Pixel, and beyond.
  

A Title, a Parade, and a Whole Lot of Marketing Muscle

If you thought Liverpool FC’s biggest win this season was on the pitch, think again.

Sure, lifting the Premier League trophy — their second in five years — is cause for red flares, chants, and a few tears down at Anfield. But the real victory might just be the one happening in boardrooms, on merchandising racks, and across global marketing campaigns.

This season, Liverpool didn’t just edge past Manchester City. They also fended off a spirited challenge from Arsenal, who pushed the title race deep into May. While Arsenal impressed on the field and expanded their brand presence, Liverpool’s commercial machine proved even sharper.

How Big Is Liverpool FC’s Brand Right Now?

Let’s start with some numbers.
With a strong 2024/25 season, Liverpool’s brand value is estimated at approximately £1.4 billion, per Brand Finance’s 2024 Football Benchmark.

That puts them firmly inside the top five most valuable football brands worldwide, alongside Real Madrid, Manchester United, Bayern Munich, and yes, a resurgent Arsenal, which is rebuilding its brand profile with care.

Liverpool’s commercial revenue crossed £300 million this year — a jump from around £247 million just three seasons ago.

That is more than the GDP of some small island nations.

The Adidas Deal: More Than Just a New Kit

The headline sponsor news? Liverpool has signed a new kit deal with Adidas, starting from the 2025/26 season.

This deal is reportedly worth over £60 million per year, doubling their previous agreement with Nike.

Adidas and Liverpool have history — they last teamed up in 2012 — but this renewed partnership comes with bigger ambitions, especially across growing markets in Asia and North America.

Arsenal, who also sport Adidas kits, have shown how strategic branding partnerships can revitalise a club’s global image. Liverpool is looking to push those limits even further, backed by fresh silverware.

Who Else Is in Liverpool’s Sponsor Squad?

Since you asked, there is a list of quite a few big names.

Liverpool’s major sponsors now include those from the United States and (some from Sweden too). Big players like:

• Google Pixel (official mobile phone partner)
  
• UPS (logistics partner)
  
• Peloton (fitness partner)
  
• Husqvarna (official garden equipment — because even footballers need tidy lawns)
  

AXA remains a prominent partner, not just on the sleeve but also at the AXA Training Centre.

Fans, Followers, and a Few New Shirts Sold

A Premier League title tends to do wonderful things to your merchandise sales.

Liverpool recorded a 20 % increase in merchandise sales from 2023/24, driven by strong demand for their kits.

Online engagement is equally powerful:

• Over 10 million YouTube subscribers
  
• TikTok videos averaging 2.5 million views
  
• Around 24 million fans in the United States alone
  

Arsenal have made impressive digital gains too, particularly across YouTube and TikTok. But Liverpool’s on-field success gives them an added advantage — trophies still drive loyalty and purchases.

The Financial Windfall of Winning the Premier League

Beyond the merchandising, winning the Premier League brings direct prize money.

Liverpool’s expected merit payment for a 2024/25 Premier League title is approximately £56.4 million, contributing to total earnings of up to £177 million.

The title also guarantees Liverpool a place in the 2025/26 UEFA Champions League, with potential earnings of £90 million to £110 million, depending on performance.

It’s the kind of cash injection that helps sustain infrastructure projects, youth development, and — crucially — global brand expansion.

How Liverpool’s Strategy Stands Out

Fenway Sports Group’s approach at Liverpool is clear:

• Build a winning team
  
• Strengthen global partnerships
  
• Invest in digital content and physical infrastructure.
  

Arsenal under Mikel Arteta and their American owners, Kroenke Sports & Entertainment, are following a similar model, blending youth success with commercial smartness.

But Liverpool’s combination of sustained success on the pitch and aggressive brand scaling still sets the current benchmark.

Why Fans (and Brands) Should Be Excited

If you are a Liverpool supporter, the future looks rich, not just in trophies but in global recognition.

Expect:

• More Anfield upgrades
  
• Bigger global pre-season tours
  
• Stronger Adidas campaigns targeted at younger fans in India, China, and the U.S.
  

For brands, Liverpool represents a rare opportunity: a global club with strong local authenticity — a balance Arsenal and Manchester United are also chasing.