Anfield is undergoing a revamp as Nike takes over the sponsorship duties from New Balance for Liverpool.
The American Sportswear giants allowed New Balance to see out the 19/20 season as kit suppliers without any dispute, in spite of the complicated contract situation amid the pandemic. Now, having finally commenced their services for Liverpool since Saturday, Nike is out to set a new era at the Merseyside club.
The Reds released their brand new home strip for the 20/21 season on 1st August to kick off their partnership with Nike. The club is currently undergoing a rebranding process to accommodate their new sponsors.
All the New Balance logos on the stands and the dugout at Anfield have now been updated. The Anfield Road stand is also getting coated with the iconic Nike’ swoosh’ logo.
Additionally, the official club shops are preparing for the retailing of the new kits on 6th August with Nike’s “Tell Us Never” campaign posters being put across the stadium.
Changes. pic.twitter.com/Feo0lV4kWL— Justin* 1️⃣9️⃣🏆 (@JuzaShannonII) August 3, 2020
The Liverpool-Nike relationship is one that has loads of expectations attached to it. Liverpool managing director and chief commercial officer Billy Hogan said:
“We said back in January, when we first announced the new partnership with Nike, about our expectations on them becoming an incredible partner for the club.
“We’re so excited to be starting this journey with Nike, the global leader in sports apparel, and we look forward to working together to bring performance and lifestyle product to our supporters in the year ahead.”