Liverpool have announced the biggest kit supplier deal in their history, having signed a multi-year partnership with New Balance.
The club will switch to current brand Warrior's parent company from next season as New Balance will use its own name to challenge the likes of Nike and Adidas in the sportswear market.
Liverpool signed a six-year deal with Warrior in 2012 which was worth 25 million pounds a season, with the club estimating they could make as much again in additional merchandising -- making the whole package worth a potential 300 million pounds.
#LFC can today announce @NBFootball as their official kit supplier from the 2015-16 season: http://t.co/N2zV8gCeV4 pic.twitter.com/U7jGLbcmEx
- Liverpool FC (@LFC) February 5, 2015
"We are thrilled to announce this partnership with one of the world's leading sportswear brands, which is a record-breaking deal for the club," Liverpool's chief commercial officer Billy Hogan told the club's official website.
"Like Liverpool FC, New Balance has more than 100 years of heritage and a global footprint.
"Not only are they well known for their technical innovation across a range of sports but they also have a presence in many countries across the world, which will all feature LFC kit. We are very excited about joining forces with them."
Richard Wright, general manager of New Balance Football said: "Liverpool FC is one of the most successful and decorated clubs in world football and we're delighted to partner with them.
"The partnership represents an important step for New Balance launching into football and reflects the global growth ambitions of the brand.
"Over the course of the contract, New Balance will bring innovation and world-class product to Liverpool FC and its global fanbase."
Stoke, Porto and Sevilla are the other clubs currently signed up to New Balance, with players such as Samir Nasri, Vincent Kompany, Aaron Ramsey, Adnan Januzaj and Tim Cahill on sponsorship deals.