Liverpool, the English soccer giants, have announced a new retail partnership with Old School, the South Africa-based fan and leisurewear brand.
Through a five-year agreement, the Premier League side will collaborate with Old School to launch the club's first official standalone stores on the continent.
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The brand will deliver the official LFC Retail offering through online and offline channels, launching e-commerce and multiple shop-in-shops across South Africa in the first year.
Plans are also in place to open multiple official standalone LFC Retail stores in the country.
Liverpool have opened 22 standalone stores worldwide, which they claim is more than any other team in world sport.
Launched in 2019, Old School provides custom merchandise, leisurewear, and retro kits for soccer and rugby fans.
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By GlobalDataLee Dwerryhouse, Liverpool’s senior vice-president of merchandising, said: “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.”
Liverpool agreed a similar long-term retail partnership with Japanese fashion and lifestyle company Baycrew's in that market, last June.
In terms of recent commercial deals, meanwhile, the reigning Premier League champions secured new partnerships with global online payment service PayPal and technology company Trimble, while also extending with soft drink giant Coca-Cola.
