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 – revealed ahead of Liverpool’s Premier League clash at Arsenal on Thursday evening – 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.
The Merseyside giants also have close to nine million social media followers in the country and attracted a cumulative television audience of 37m viewers locally last season.
The partnership follows a record-breaking year for LFC Retail globally, with strong demand for kits and merchandise driving the opening of new stores in a number of international markets.
The club now operates 22 standalone retail stores worldwide, more than any other sports team globally, including major European football clubs and US sports franchises.
Old School, founded in 2019, has grown rapidly into one of South Africa’s leading supporter and leisurewear brands, supplying custom merchandise, retro kits and apparel for football and rugby fans.
“This partnership with Liverpool FC marks an important milestone for Old School,” said Daneel Steinmann, founder and CEO at Old School.
“The club’s heritage, identity and strong connection with supporters reflect many of the principles that have shaped our business from the very beginning.
“We’ve always believed that fans deserve merchandise that carries meaning as well as quality and bringing the official LFC Retail experience to South Africa is a responsibility we’re proud to take on.
“Our focus is on respecting the club’s legacy while delivering a world-class retail experience for the millions of Liverpool FC supporters across the region.”
Lee Dwerryhouse, senior vice president of merchandising at Liverpool FC, added: “We’re thrilled to welcome Old School to the LFC Retail family.
“Old School’s expertise in supporter merchandise and their understanding of South African sporting culture make them the right partner to bring LFC standalone stores and shop-in-shop locations to Africa for the first time.
“Following a record-breaking season for our retail team, this partnership is an important step in our continued growth, helping us connect with more fans worldwide and deliver the best possible experience.
“We’re excited to build on that momentum as we look ahead to another strong year for LFC Retail.”
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