From what I understand, there is a clause in the NB contract which states they have first refusal on all deals and have the opportunity to match any deal offered to Liverpool. Inferring that, NB must have matched Nike's offer but liverpool have still went with Nike. Liverpool are arguing that NB havent, or rather, cannot match Nike as not only have Nike offered between 70-75 million but are also offering their vast vast distribution network. Something which is on another level to what New Balance has currently. The general feeling is that over the course of Liverpools deal with NB, NB havent quite been able to consistently meet the demand of consumers looking to buy merchandise with Kits often being sold out over the course of the season. There has also been questions arising to NB's ability to cater to further afield consumer bases such as in Asia and India. This has directly led to these said consumers looking to counterfeit and unofficial sources for their LFC merchandise which has subsequently fuelled the ongoing trademark/licensing issue of LFC regarding the name and brand.
Put simply. NB have matched the money but cannot match the distribution. LFC see the distribution as an integral factor in future business and global brand awareness and availability to potential customers. NB believe they have lawful first right of refusal if they match any offer. LFC argue the offer hasnt been matched as they cannot provide the same distribution.
Yep good point, but it all depends on how it is written in the contract, ie, is it matching the money or something else. That said, as I have personally experienced it in France, Dubai, India and Mauritius, the distribution network of NB is nowhere near Nike and Adidas