Contract details
Start date:
End date:
Status:
2012
2015
Official kit supplier
Leagues and Tournaments:
Warrior Sports and Liverpool FC: A Strategic Kit Partnership
On January 18, 2012, Warrior Sports Inc., a subsidiary of New Balance, signed a multi-year agreement with Liverpool FC, making the American sportswear brand the club’s official kit supplier. The deal, effective from June 1, 2012, marked Warrior’s first venture into the global football market, previously specializing in lacrosse and ice hockey gear.
As part of the contract, Warrior Sports designed and produced Liverpool’s home, away, and third kits, along with training wear, for a six-year period. This agreement was a significant step for the Boston-based brand, aiming to establish itself in the highly competitive football apparel industry by partnering with one of the most historically significant clubs in world football.
New Balance’s Expansion Strategy Through Warrior
Despite Warrior’s initial success in football, its parent company, New Balance, decided to fully integrate its football division under its own name in 2015, transitioning Warrior’s football operations into the New Balance Football brand. This move allowed New Balance to leverage its global presence and compete with established football giants like Nike, Adidas, and Puma.
However, Warrior Sports continued its operations in other sports, maintaining a strong presence in the lacrosse and ice hockey markets, where it remains a leading manufacturer of high-performance sports equipment and apparel.
The Impact of the Warrior-Liverpool Deal on Football Marketing
The Liverpool-Warrior partnership became one of the most financially significant kit deals of its time, bringing a fresh marketing approach to football sponsorship. Some key highlights included:
- Innovative Kit Designs – Warrior introduced bold and unconventional kit designs, creating a new identity for Liverpool FC during its transition under new management and ownership.
- Aggressive Brand Marketing – The deal emphasized Warrior’s ambition to challenge traditional football brands by associating with a club of Liverpool’s stature.
- Foundation for New Balance Football – The partnership laid the groundwork for New Balance’s direct entry into the football market, leading to future sponsorship deals with clubs like FC Porto, Sevilla, and Celtic.
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