Liverpool FC have signed a five-year retail partnership with Old School, one of South Africa’s best-known supporter and leisurewear brands, in a move that strengthens the club’s commercial footprint on the African continent.
Under the agreement, Old School will deliver the official Liverpool FC retail experience across both online and physical platforms in South Africa. The first phase will see the launch of a dedicated e-commerce store alongside multiple shop-in-shop locations across the country. Plans are also underway to open several standalone official Liverpool FC retail stores.
South Africa is home to an estimated 12.5 million Liverpool supporters, more than any other Premier League club, making the country a key growth market for the club’s global retail strategy. The partnership reflects Liverpool FC’s intention to meet rising fan demand with accessible, locally delivered official merchandise.
Lee Dwerryhouse, senior vice president of merchandising at Liverpool FC, said the club was pleased to be working with a partner that understands both football culture and the local market.
“Old School’s expertise in supporter merchandise and its deep understanding of South African sporting culture make them the right partner to introduce official LFC standalone stores and shop-in-shop locations in Africa for the first time,” Dwerryhouse said.
“Following a record-breaking season for our retail team, this partnership allows us to connect more closely with supporters and deliver an improved retail experience as we continue to grow globally.”
Old School founder and chief executive Daneel Steinmann described the agreement as a significant milestone for the South African brand.
“Liverpool FC’s heritage, identity and strong relationship with its supporters align closely with the values that have shaped Old School from the beginning,” Steinmann said.
“Bringing the official LFC retail experience to South Africa is a responsibility we take seriously. Our aim is to honour the club’s legacy while offering a world-class retail experience to millions of supporters across the region.”
The partnership marks Liverpool FC’s most significant step yet in establishing a physical retail presence in Africa, reinforcing the continent’s growing importance in the global football economy.
