In different notes, the court case between New Balance and Liverpool has had some details come out.
Supposedly, Liverpool want to take less up front from Nike (more like 30-35 million a season) for a better percent of supplemental sales and non kit gear. That’s part of why they picked NB in the past, because they were given a bigger cut of non kit stuff (along with the ability to sell other goods). The key point of why Liverpool want Nike is they have a better distribution network (more stores, sales, etc) and are putting together a plan to market LFC with their people and influencers like Lebron, Drake, Serena, etc. the latter making sense as Lebron still owns a tiny fractional percent of the club. So by taking Nike, Liverpool felt they could sell more stuff than they could make with NB. New Balance are suing because their contract included some language about being able to try and match an offer. Liverpool’s argument seems to be that NB can’t offer the scale and market share that Nike can.
Originally, it had seemed LFC wanted a record fee for the EPL, but I think they figure they’ll do much better taking a smaller fee but more money for other products.
It should be interesting, especially when you consider the relationship NB seems to have with FSG going back (both Boston based companies).