How will Nike decision to drop Amazon hit Liverpool kit revenues? 

25 November 2019

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Photo: Getty Images Roberto Firmino of Liverpool signs a shirt for a fan during the pre-season friendly between Liverpool and Torino at Anfield on August 7, 2018 in Liverpool, England.

Liverpool signed five year kit deal with Nike worth £150 million, before US kit supplier announced it will stop selling products on Amazon.

‘Risk/reward’ deal requires Liverpool to shift large amounts of merchandise, to boost revenues beyond guaranteed £30 million a year.

Loss of Amazon will impact access to lucrative US market. Some experts are concerned on behalf of Liverpool – others are confident Liverpool and Nike will do just fine without Amazon.

At the core of Liverpool’s kit deal with Nike is enhanced distribution into the global marketplace, coupled with the association of celebrity influencers to boost sales.

Nike-sponsored influencers such as Serena Williams, LeBron James and Drake will be available to the club once the five-year deal with the US giant starts next season.

But Amazon, one of the largest and most powerful online platforms in the World - will no longer be available - following Nike’s decision to pull its products from Amazon's site. 

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