Liverpool FC has entered into a new long-term retail partnership with Old School, one of South Africa’s leading supporter and leisurewear brands, to launch the club’s first official standalone stores on the continent.
As part of the five-year agreement, Old School will deliver the official LFC retail experience through online and offline channels, launching ecommerce and multiple shop-in-shops (SIS) across South Africa in the first year. Plans are also in place to open multiple official
With 12.5 million LFC supporters in South Africa – more than any other Premier League club – alongside 8.9 million social followers and 37 million cumulative TV viewers
This new partnership follows a record-breaking year for LFC retail globally, which has seen unprecedented demand for kit and merchandise and the launch of new stores across a number of major international markets.
Liverpool FC continues to lead the way in club retail, having opened 22 standalone stores worldwide, more than any other team in world sport – including top European football clubs and major US franchises.
Lee Dwerryhouse, senior vice president of merchandising at Liverpool FC, said: “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
“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.”
Daneel Steinmann, founder and CEO at Old School, said: “This partnership with Liverpool FC marks an important milestone for 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.”
Launched in 2019 by two brothers from their university dorm room, Old School has quickly become a leading retail brand providing high-quality custom merchandise, leisurewear and retro kits for football and rugby fans.
