Liverpool want to be bracketed with the likes of Real Madrid, Manchester United and Barcelona as they negotiate a money-spinning new kit deal.
The Reds are riding high at the top of the Premier League and are also in the last 16 of the Champions League. With fans all over the world, the contract to supply their kit is highly prized and it would appear that they are likely to leave New Balance when their contract expires in 2020.
Adidas, Puma and Nike are all vying to become the club's new kit supplier. There will also be a new bid from New Balance - who have their UK headquarters in nearby Warrington - as they seek to retain one of their star clients.
Next summer will see some major clubs change supplier with Arsenal swapping Puma for adidas and Manchester City will leave Nike for Puma.
Liverpool currently receive an estimated £45million a season from New Balance which is some £30million shy of the figure adidas pay Manchester United. That is the highest amount in the Premier League but Arsenal's new deal with adidas will challenge that amount. City's deal with Puma is believed to be worth around £50million a year while Chelsea are paid £60million a year by Nike. All these contracts are still some way off what adidas pay to produce Real Madrid's kits while Barcelona also enjoy a similarily lucrative deal with Nike.
New Balance have produced the Liverpool kit since 2015 though their company Warrior were the supplier from 2012.