Warrior Sports Partners with Liverpool: A New Kid on the Block?

Hi everyone,
Recently, adidas decided not to extend their partnership with Liverpool. Warrior Sports Inc. and Liverpool Football Club have officially announced a six-year agreement which sees Warrior become the Club’s Official Kit Supplier in a deal considered to be the biggest in Premier League history.

The £25 million ($41m) a year deal, which will come into play from June 1 2012, will see Warrior create the Liverpool FC home, away and third kits, as well as their training wear for the next six years. The contract beats Manchester United’s previous Premier League kit record of £23.5m ($38m) with Nike.

Owned by Boston based New Balance Athletic Shoe Inc., the move represents the starting point in Warrior Sports’ global football journey partnering with one of the biggest club sides in England. Warrior Sports recognises the heritage of Liverpool FC and has employed industry experts in design, development, marketing and implementation to ensure that the brand has the best people on hand to support the Partnership.

Richard Wright, General Manager for Warrior Sports commented: “At Warrior Sports we pride ourselves on high performance and an incredible desire to win. Our Partnership with Liverpool FC, a football institution and recognised brand name across the world, is the perfect fit. Warrior Sports has ventured into football to bring our knowledge of making top level product to a new playing field.

We are not the sort of brand that is going to keep our head down. We are here to shake up the world of football and our Partnership with one of the most successful club teams of all time is just the start.”

Ian Ayre, Managing Director of Liverpool Football Club, added: “Liverpool FC is thrilled to be able to announce this fantastic Partnership with Warrior Sports for the 2012-2013 Barclays Premier League season onwards. This is another landmark deal for Liverpool Football Club and once again shows the value of the Club’s brand globally.

“Warrior Sports will bring its own unique brand and ideas to the Partnership, ensuring that they can assist us at the Club both on and off the field of play. Sharing the same focus of domination and winning will be an incredibly important part of this Partnership going forward. As with all our Partnerships we have taken time to form a relationship with the individuals behind this opportunity. I believe that Warrior have some outstanding people we can work closely with to continue to deliver quality products to our fans around the world.”

Warrior Sports will replace adidas as official kit suppliers with the German sports apparel company causing controversy earlier this week by saying they decided against renewing their sponsorship due to Liverpools lacklustre form of late. [Source: I sport connect]

I have read comments on different social medias platforms/forums etc, and my impression was that most people do not know who is Warrior Sports, and ultimately question the football knowledge and experience of the Boston based firm.

So do we have a “new kid on the block”? By signing a major EPL club, is Warrior setting itself on the long term in football? We are talking about £25 million which is a record for the Premier League. So my take is that such an investment is only justified if it’s to play a major role in football in key european leagues. Your thoughts?

Karl Lusbec

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