Liverpool managing director Billy Hogan has confirmed the club are in conversations with new kit manufacturers, as their current New Balance deal is set to expire at the end of the 2019/20 season.
The club's current deal is worth around £45m per season, with talks already taking place for what is hoped to be the most lucrative kit deal in the club's history. There still remains a possibility a new deal could be struck with New Balance, but now the club are looking at all potential avenues.
“We are in conversation with New Balance and we are in conversation with others as well,” said Hogan, speaking to The Drum.
“(The kit deal) is an incredibly important partnership – not just for the financial support it delivers for the club but also from the distribution standpoint.”
After reaching the Champions League final last season and their recent successes in the Premier League, many manufacturers will be wrestling between them to tie up a deal, with Liverpool in a strong position from a bargaining sense.
Jurgen Klopp's men have donned kits by New Balance since the 2015/16 season, with the two brands forging a successful partnership that saw the current home kit become the best selling in the club's history.
The club have a monumental fanbase around the world, drawing in the highest number of global viewing figures of all English sides last season, at around 880 million, while Liverpool's online content has surpassed one billion video views already this term.