New Balance have expressed their disappointment at seeing a High Court judge rule against them in their bid to extend a kit deal with Liverpool.
The Boston-based company have created the two highest-selling Reds shirts of all time over the last couple of seasons with this term's shirt again expected to break records.
New Balance feel an extension of the deal that ends in May will have inevitably led to more record-breaking sales and have detailed their frustration at Friday's decision.
"We're disappointed that we're not able to continue our successful sponsorship of the Liverpool Football Club," read a New Balance statement.
"We know that fans value the unique and innovative kits we design and deliver that reflect the club's heritage and recognise their past and recent triumphs.
"We believe strongly that we matched the competing offer and would have delivered many more years of record-breaking kit sales.
"We're looking forward to seeing LFC continue to win this season wearing their New Balance kit.
"New Balance is committed to bringing our expertise, passion, and innovation to the beautiful game and will continue to build on our own success on and off the pitch."