If you are willing to go to court in order to get a sponsorship deal over the line, then it better be worth it.
And in the case of Liverpool’s agreement with Nike, which finally began on August 1 after a coronavirus-induced delay, the early signs are that it was.
The American sportswear giant is delighted with initial sales figures for their first-ever Reds home kit, which suggest it is on track to become the biggest selling of all-time - a record set by New Balance’s final effort last term.
In fact, even with their fêted distribution network, Nike have been unable to keep up with demand (something they, in fairness, blame on Covid-19 working conditions and a shorter pre-order window).
This is all undoubtedly positive news for Liverpool, who negotiated a 20 per cent share of net profits on all merchandise as part of the agreement, and of course their new kit manufacturer.
But, as is so often the case in football, it is hard to shake the feeling that the one party who haven’t benefited from this latest development is the fans.
For starters, supporters will have no doubt been surprised to discover a launch price of £69.95 for the adult shirt, almost £10 up from the initial price point of £59.99 for last season’s.
This is, of course, nothing new; New Balance released an ‘elite’ edition of their own shirt last season retailing at £94.99.
However, the difference between the two jerseys was never quite as obvious to the naked eye as it is this year, a fact likely to cause unease among parents in particular.
Those who wish to purchase the full kit will also take a further hit, with the cheapest version of the home kit shorts priced at an eye-popping £34.95.
A cursory search of Nike’s official website turns up a pair of shorts with a virtually identical product description but no Liverpool branding - the Dri-Fit Park III - selling for just £11.95.
Are we to believe that an embroidered crest is really worth £23?
The value of that badge is perhaps best spelled out by the fact that Brighton and Hove Albion have themselves launched a new Nike kit this summer priced at just £52.
By way of explanation, perhaps the south coast club’s status as one of their manufacturer’s less prestigious brands saw them banded with a cheaper shirt template? Not quite.
Seagulls supporters will only need to watch AS Roma in action away from home this season to see the Italians sporting a remarkably similar shirt only in a different colourway - and currently selling at £70, by the way.
Liverpool themselves could encounter a familiar jersey should they host Barcelona in the Champions League next season, with the Catalans’ away kit essentially being a black version of the Reds’ home one.
Of course, Liverpool weren’t ever really striving for individuality as they pushed to join the likes of Barca, Chelsea and Paris Saint-Germain in becoming a Nike brand.
Nike’s global reach was always considered the major selling point of the deal, and that power was underlined this week when basketball megastar LeBron James was pictured arriving for an LA Lakers game sporting the Reds’ new jersey.
The 35-year-old’s links to Anfield go back to him taking a small stake in the club back in 2011 as part of a deal that saw Fenway Sports Group earn the rights to lead the marketing of his personal brand.
And, while shows of support have been rare since then, James is expected to throw his considerable weight as an influencer behind the Reds more frequently following their link-up with Nike.
Unfortunately, it remains unclear exactly how that will benefit the fans whose passionate support has proved Liverpool’s most powerful marketing tool in recent seasons.
The champions rewarded that loyalty by freezing ticket prices for a fourth consecutive year in March 2019, but prices remain a bone of contention.
Meanwhile, the cost of watching the Premier League away from the ground continues to rise as supporters are asked to pay out for Sky Sports, BT and Amazon simultaneously.
Fans could at least always show their colours by buying the latest kit but, as with everything else in football, the price of that is becoming increasingly prohibitive year on year.
Kit manufacturers and broadcasters aren’t entirely to blame, of course, with the deals they strike simply reflecting the clubs’ need to keep up with exorbitant wage demands.
But there is only one group that continually loses out in this relentless race for revenue, and that is fans.