Liverpool Move with Purpose as FSG Embrace Financial Power
This is an abridged version; the full article is available free on our 'It Was Always... Liverpool' Substack page:
Strategic Spending Signals New Era
Liverpool have shifted gears. After years of cautious budgeting under Fenway Sports Group (FSG), the club is now acting like a genuine football heavyweight....
Liverpool’s Kit Deal with Adidas: A Historic Return to Anfield
Liverpool Football Club has officially announced a landmark partnership with Adidas, bringing the iconic three stripes back to Anfield from the 2025/26 season. This agreement, which follows a competitive bidding process, signals a major shift in the club’s commercial strategy and represents a significant financial...
Liverpool's Return to Adidas: A Strategic Play for Global Growth
Liverpool are set to reunite with Adidas as their kit manufacturer from next season, bringing an end to a five-year partnership with Nike. This move, first hinted at in late 2024, marks a pivotal shift in the club's commercial strategy, aiming to capitalise on global...
