Liverpool FC Partners with Old School Brand as first Retail Partner in South Africa

Image Courtesy of LFC

Liverpool Football Club has entered into a new long-term retail partnership with Old School Brand, one of South Africa's leading supporter and leisurewear brands, to launch the club's first official standalone retail stores on the continent.

Under the five-year agreement, Old School Brand will deliver the official LFC Retail experience across online and offline channels, including:

- Launching a dedicated e-commerce platform
- Multiple shop-in-shop locations across South Africa in the first year.
- Multiple official standalone LFC Retail stores in the country over time.

This move reflects a broader trend of global football clubs localizing retail, licensing, and fan engagement across African markets.

Liverpool currently has 12+ million LFC supporters in South Africa and continues to lead the way in club retail, having opened 22 standalone stores worldwide, more than any other team in world sport.

Source: Liverpool Football Club