http://www.liverpoolfc.tv/news/latest-news/lfc-and-warrior-announcement

Link Above was an announcement done by LFC and Warrior (new kit maker starting June 1st, 2012). The contract was executed last summer so why the announcement?

Well the Warrior bid was approx. £25M per season, which far surpasses the current MUFC deal and all others in the EPL. The reason this was done in my opnion was due to the fact an Adidas exec came out saying that the LFC product on the pitch and what we were wanting for the kit rights were far apart.

Eventhough LFC has not been in the Champions League for quite some time LFC boasts the 4th highest shirt sales in the WORLD. I believe it was a figure close to 1 million sold last year.

With FFP in place for the 2013-2014 season, LFC should be credited with some marketing genius. While Warrior is relatively unknown in the soccer/football world their deal could bring in an estimated £300M over the life of the contract in excess of their contract. I am not a contract expert but from what I gather this contract is less binding and gives LFC more rights for non Adidas apparel and where the kits can be sold.

Ian Ayre and company hit a home run on this one. Hopefully there will be more deals struck in the future to provide some much needed transfer cash and club reinvestment.