New Balance wants to stay in Liverpool

Last season, New Balance was able to devote itself for the first time champion of the Champions League as a technical sponsor of Liverpool. That milestone was the result of having invested in a team with a lot of history that did not live its best moment and the first brands, did not see it profitable. Only months after the contract renewal, the news changed and it was Nike who approached a tempting offer but ignoring a clause that the club did not take into account. As reported by Sky Sports, New Balance denounced the breach of a clause to match any offer of a competing brand and continue as a sponsor, something that, according to the brand, has not been taken into account.

Liverpool currently has an agreement with New Balance that reaches 45 million pounds (50 million euros), while Nike would be offering about 70 million (77 million euros). "We are looking forward to continuing our sponsorship with Liveprool and renewing the agreement in 2020. In line with our current contract, we have matched Nike's offer," New Balance explained in a statement sent to The Athletic media.

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