Liverpool F.C. ended their sponsorship agreement with New Balance in 2019 and has since signed a new multi-million dollar arrangement with Nike.
Coincidentally, LeBron James (one of the Swoosh’s most prominent players) agreed to a marketing agreement with Fenway Sports Group in 2011, in which he bought a 2% ownership in the Premier League football club. James and his business partner Maverick Carter later joined FSG as partners earlier this year, as Liverpool’s valuation continues to rise following the club’s 2019-2020 Premier League championship success.
Lebron’s association with Liverpool is now materialising: as the club’s Chairman Tom Werner announced, “We’re doing a product line with Lebron and Liverpool.” Nike is developing seven or eight products that link LeBron to soccer. Werner goes on to claim, “I don’t know the specifics yet, but they’re going to make seven or eight goods that rival Michael Jordan’s relationship with Nike.” Since 2018, Nike’s Air Jordan brand has produced the official uniforms for Paris Saint-Germain, with Michael Jordan allegedly getting 5% of each uniform sale.