How Adidas could play a part in Florian Wirtz to Liverpool transfer

How Adidas could play a part in Florian Wirtz to Liverpool transfer

Reports in Germany claimed that Bayern Munich could look to leverage their relationship with Adidas over the move

Liverpool are in the hunt to sign Bayer Leverkusen star Florian Wirtz. (Image: Photo by Jörg Schüler/Bayer 04 Leverkusen via Getty Images )

Having thrown their hat into the ring to sign German superstar Florian Wirtz this summer, transfer talk has already captured the imagination of the Reds faithful.

According to multiple reports both in the UK and Germany, Wirtz, 22, is a player of huge interest for Liverpool as he edges closer to an exit from his current club Bayer Leverkusen, with Bayern Munich and Manchester City also said to be in the mix.

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It would be a deal requiring a significant outlay for whoever manages to obtain his services, with his age, profile and potential, as well as having two years still to run on his Leverkusen deal, meaning that a sum in the region of £125m seems a reasonable expectation, with some reports putting his wage demands at £400,000 per week, although that seems a little higher than would be expected.

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Liverpool, Bayern and City all have the financial wherewithal to pull off a deal, it all depends on appetite to push the envelope and the wishes of the player. Bayern has emerged as the frontrunner.

Earlier this week also saw reports in the popular German tabloid, BILD, that Bayern’s honorary president Uli Hoeness had been seeking to leverage the relationship between Bayern’s kit supplier Adidas and Wirtz, who is himself an Adidas athlete. Adidas also own an 8.3% stake in the football club.

Such a move has been mooted in the past, with Kylian Mbappe’s status as Nike athlete having been seen as a way to offer Liverpool some leverage when they were rumoured to be in the hunt a few seasons back. That, of course, was a move that never materialised as he headed to Real Madrid instead, and the idea of third parties aiding the financial element of a deal opened up plenty of questions around financial regulation around such matters.

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The ongoing legal case around Manchester City’s 115 charges handed down by the Premier League contains elements of scrutiny around how parts of former boss Roberto Mancini’s wages were paid via a third-party firm, something in contravention of league rules, which closely follow UEFA’s on the matter.

Liverpool will be partnering with Adidas next year, and that may play some part in at least putting the current Premier League champions ahead of Manchester City at least, but it seems highly unlikely that Adidas will be getting involved in such financial matters for Bayern. It seems a hopeful punt at best, and one that likely won’t be followed up on. Bayern can afford him without such means.

But where the German sportswear giant can be impactful is through where Wirtz has the greatest chance to grow his own relationship with Adidas, something that would prove more lucrative for both himself and Adidas if he truly establishes himself as a global star. He isn’t right now, his reach is limited.

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The Bundesliga is European football’s third-biggest domestic competition. It doesn’t cut through on a global scale like the Premier League does, and the fandom that exists in other countries largely centres on the Premier League’s biggest sides, of which Liverpool are most definitely a part of, and Spain’s big two of Real Madrid and Barcelona.

Having alignment between player and the kit partners of the club where they play, with Wirtz having spent his time at the Castore-sponsored Leverkusen, can be impactful. It allows for greater cross-collaboration and chances for expanded merchandise. It would help Adidas market both their athlete and relationship with such a globally recognised and iconic brand such as Liverpool more effectively.

But it likely won’t determine where Wirtz played, it will be something that forms part of the overall conversation as it would be potentially impactful to his own personal wealth and brand, but the decision will be based on where he feels offers the greatest chance to reach the next level.

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But it is a nice hand to be able to play when seeking some kind of leverage, particularly over Puma-sponsored Manchester City. It will likely be part of the pitch, but far more will rest on the deal than simply hoping the pull of Adidas gets them over the line. For club, company and player, though, it offers up some potentially lucrative avenues should it come to pass.

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