You are not serious, right?
Warrior has only those 4 I listed.
Puma does Sponsorship across all sports, across all type of footballing categories - National Team, Clubs, Players, Managers.
National Teams - Cameroon, Gabon, Togo Burkina Faso,Ghana ,Ivory Coast,Senegal,Uruguay,Austria ,Czech Republic,Italy ,Kosovo ,Slovakia ,Switzerland.
Granted they only have Dortmund & Arsenal as big brands, They are sponsoring around 100 clubs around the world. around 200 players(once sponsored likes of Maradona & Pires) and notable managerial sponsorship in Kloop, Conte & Tuchel.
Warrior's sponsorship budget is mere fraction of Puma's.
- Depends on Warrior's selling capacity.
Can Warrior sell as many merchandises as brands like Puma, Nike, Adidas.
They don't have a global presence, which means less audience are reached & your official shirts are sold less.
Clubs get a margin off the shirts sold along with the sponsorship amount.
Warrior clearly had to pay more because they can't sell as many shirt, hence they can't give Liverpool the margin they would have received from other brands.
Puma on other hand gave us 30m but we also recoup say 15-20m from shirt sales across the globe; which matches the amount Liverpool received from Warrior.
People are more likely to purchase Puma product than Warriors, down to quality.
- Depends on what are the implication of associating with a brand like Warrior.
What kind of message does it send to other sponsors?
If Liverpool associate themselves with lowly brand, then chances are they take a hit on other sponsors.
Marketing is a strange thing. When you sell your commercial side, you have to have a portfolio of good brands to attract more better brands to sponsor you.
Such a thing can't be quantified.
Have you ever tried to arrange a festival for your college & went out to gather sponsorship?
If you did, you would know how easy it gets if you have one good entity in your portfolio & accordingly you get more money from several sponsorship.
But if you get good money from 'Danny's Fish Market'; other sponsors won't be willing to be associated alongside such a brand and you receive less money overall.
These are management decisions wherein you look at bigger picture than what's in front of you.