We know that as apparently Adidas wouldn't go over £14m a year, citing Liverpool's lack of success. So John Henry just happened to "introduce" his mate's company, who do the Red Sox kit, to Liverpool and they just happened to offer far more than Adidas thought the deal was worth. Plus, for that, they didn't even get the rights to the leisure-wear merchandise. But I'm sure it was all above board and was financially worthwhile.
So much so that they had to re-assign the deal to the parent company, New Balance, while Warrior pulled out of the football market completely. I suspect the deal nearly wiped them out.