Published: January 7, 2026 at 4:28 pm
Reigning Premier League champions Liverpool FC have signed a new long-term retail partnership with South African supporterwear brand Old School, paving the way for the club’s first official standalone retail stores on the African continent.
Under the five-year agreement, Old School will operate the official LFC Retail experience across South Africa through both online and physical channels.
This will include the launch of a dedicated eCommerce platform and multiple shop-in-shop locations within the first year, with plans to open several standalone LFC Retail stores over the course of the partnership.
The move reflects the scale of the club’s fanbase in South Africa, where it counts an estimated 12.5 million supporters – more than any other Premier League side.