New Balance unit in deal with Liverpool FC

By Jenn Abelson
Globe Staff / April 23, 2011

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Warrior Sports, a subsidiary of Boston sneaker maker New Balance, has reportedly signed a deal worth about $41 million to manufacture uniforms for the Liverpool soccer team, according to media reports in London.

It’s the biggest such contract in English soccer history and twice the amount of what Adidas currently pays, The Times of London reported. The deal would expand the partnership between New Balance and Fenway Sports Group, which owns Liverpool FC, an English Premier League football club, and the Boston Red Sox.

New Balance, which acquired Warrior Sports several years ago, recently became the official footwear and apparel sponsor of the Red Sox. The soccer deal is a huge feat given that the Liverpool shirt is reportedly the fourth highest-selling replica in the world. The Times of London said Warrior will replace Adidas and take over production of Liverpool uniforms in time for the 2012-2013 season.

Officials from New Balance and Fenway Sports Group declined to comment.