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Liverpool Football Club is an English Premier League football club based in Liverpool, Merseyside. Liverpool has won eighteen League titles, second most in English football, seven FA Cups and a record seven League Cups. Liverpool has won more European titles than any other English club, with five European Cups, three UEFA Cups and three Super Cups. read more
Liverpool Football Club is an English Premier League football club based in Liverpool, Merseyside. Liverpool has won eighteen League titles, second most in English football, seven FA Cups and a record seven League Cups. Liverpool has won more European titles than any other English club, with five European Cups, three UEFA Cups and three Super Cups. read more
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New Balance signs deal with Liverpool FC Warrior Sports will begin producing Liverpool shirts for the '12-13 seasonEPL club Liverpool has landed the "biggest kit deal in the history" of the league, securing a US$41.3M-a-year contract with Warrior Sports, according to Andrew Kennedy of GOAL.com. The agreement doubles the US$19.8M deal the club currently has with adidas, which "opted not to match the offer." The deal also surpasses the previous British record of US$38.5M annually paid by Nike to Manchester United. Warrior Sports, a subsidiary of Boston-based New Balance, is "prominent in the lacrosse world." The company "will take over production of Liverpool shirts in time for the 2012/2013 season, with the agreement believed to a be a long-term contract" (GOAL.com, 4/22). In London, Ben Smith notes Fenway Sports Group, Liverpool’s owner, has in recent months become "increasingly close" to New Balance Chair Jim Davis. New Balance earlier this month announced a multiyear partnership with the Red Sox. The Liverpool agreement with Warrior "would appear to have solved the short-term cashflow problems caused by failure to qualify" for the UEFA Champions League. Liverpool’s "defection has come as a huge blow" to adidas. According to German market research company PR Marketing, Liverpool is the "fourth-biggest replica kit seller in football." About 900,000 shirts are sold annually; only Real Madrid sells more jerseys for adidas (LONDON TIMES, 4/22). 11/2014

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