Liverpool, the top English Premier League soccer club, have signed their first retail partnership in South Korea with Over the Pitch, a soccer brand and creative design studio.

The club will collaborate with Over the Pitch on product development, market expansion, and growing its fanbase in the Korean market.

The launch of this deal will initially consist of two new shops being introduced in Hongdae (Seoul) and Suwon selling official LFC merchandise, with another “standalone” store also planned.

Mike Cox, senior vice president of merchandising at LFC, said: “As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that.

“With their local knowledge, we can give supporters easier access to official club merchandise.”

The move follows the Merseyside club's push for growth in Asia following recent announcements such as 2023’s partnership with China-based sports e-commerce and licensing company All Star Partners, which provides access to official club merchandise via digital e-commerce marketplaces on the Tmall, Douyin, and JD platforms, as well as last month’s deal with Swire Properties in China and Hong Kong.

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