England: Liverpool's poor showing has cost them kit deal, claims Adidas chief

Liverpool are coming to the end of a six-year, £12m-a-season arrangement with Adidas and had opened talks with a view to renewing it, but Hainer is insistent that the Merseyside club have priced themselves out of the market. "The gap between their performance on the field and what the number should be is not in balance," Hainer told Bloomberg. "Then we said: 'OK we will not do it'. That's the end of the story. It all depends on the success and the effort and the popularity, the exposure on TV, revenue you can generate by merchandising.

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