Adidas have revealed that the Anfield side’s lack of success in recent seasons prompted them to walk away from Kenny Dalglish’s men.
“We thought what Liverpool were asking and what they were delivering was not in the right balance,” CEO Herbert Hainer is reported to have said in The Daily Mail.
“There was a gap between their performance on the field and what the numbers should be.
“It all depends on the success and the effort and the popularity, the exposure on TV and revenue you can generate by merchandising.
“This all has to be brought in line between what you offer and what you get. We thought what Liverpool were asking was not… right, then we said we will not do it – that’s the end of the story,” he concluded.
Despite this, Liverpool managing director Ian Ayre responded to the criticism, and feel that Adidas’ have been shortsighted.
“We are disappointed Adidas seem to point to a lack of European football as a reason not to agree a new deal, and cannot see that we are on a par with the biggest football brands in the world,” he commented.
The Reds new deal with Warrior Sports is said to be worth £150million, and will last for six years.
By Gareth McKnight