Liverpool’s home shirt is the best-selling in the club’s history and the club could cash in on their popularity with a money-spinning new kit deal.
Their £45million-a-year New Balance contract expires at the end of the 2019-20 season and they are willing to listen to offers from rival kit suppliers.
According to Liverpool Echo, with Manchester United’s £75m-a-year Adidas deal the biggest in British football.
Financial expert Kieran Maguire told Blood Red podcast
, said: "They will be looking for a substantial increase.
" Manchester United have set a benchmark in English football with a £750m deal with Adidas, which is over 10 years, and it looks like Chelsea and Arsenal are earning about £60m (a year).
"I'm an impartial observer here, and I'm also lucky enough to do a fair amount of travel around the world, looking at football-related issues, and Liverpool are more popular than Arsenal and Chelsea on a global basis.
"So therefore, as a minimum benchmark, they'll be looking to match the £60m per year that has been generated by those two clubs, and ideally, they should be looking to bring in more money from that because the club is very much in fashion at present, it is an iconic brand, it does have history and heritage, which people want to buy into, and it's very popular wherever you go.
"So they should be able to say to whoever the kit manufacturer is, 'we can pretty much guarantee you sales in Asia, sales in the US, sales in Australasia, sales in other parts of Europe and Africa and so on, and here are the figures from our existing relationships in countries'.
"And the fact that you can't get a Liverpool kit - unless you're 7XL or XS size - is a testament to the popularity of the kit."