Liverpool will start next season in Nike shirts thanks to an eye-watering kit deal, in the latest indication of a powershift at the top of the English game.
Having been given the green light after winning their court battle against New Balance, their £70m-a-year deal will commence this summer, and it stands just below Manchester United's staggering adidas deal.
It is the surest sign yet that the tide is turning with regard to commercial appeal in the top flight, but it is not just at the top where clubs are improving their income through kit manufacturers.