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New Balance joins soccer market with Liverpool shirt deal

New Balance moves into soccer market by becoming Liverpool's shirt supplier from next season

Liverpool player Raheem Sterling celebrates after scoring his side's first goal during the FA Cup Fourth Round Replay match at the Macron Stadium in B...
Liverpool's Philippe Coutinho, centre, celebrates with team-mates Alberto Moreno, left, and Raheem Sterling after scoring his side's second goal durin...

Britain Soccer FA Cup

Liverpool player Raheem Sterling celebrates after scoring his side's first goal during the FA Cup Fourth Round Replay match at the Macron Stadium in B...

Britain Soccer FA Cup

Liverpool's Philippe Coutinho, centre, celebrates with team-mates Alberto Moreno, left, and Raheem Sterling after scoring his side's second goal durin...

LIVERPOOL, England (AP) -- Boston-based sportswear manufacturer New Balance is taking over as shirt supplier of Premier League club Liverpool from next season, in what the English team says is a "record-breaking" and "multi-year" deal.

Liverpool is currently three years into a six-year deal with Warrior, which is owned by New Balance. That deal was reported at the time to be worth 25 million pounds (then $38.6 million) a year to Liverpool, which is owned by Fenway Sports Group -- the parent company of the Boston Red Sox.

New Balance will be responsible for designing the Liverpool shirts and training apparel.

Liverpool says in a statement released Thursday that the deal will "support the manufacturer's growth and entry into the football market."


Updated : 2021-09-23 06:55 GMT+08:00