Johannesburg, February 29, 2024 — Liverpool Football Club has struck a groundbreaking retail partnership with South African apparel brand Old School, marking the Premier League giant’s first official retail agreement and physical presence on the African continent.
Expanding the Reds’ Reach: A New Retail Chapter in South Africa
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The five-year deal aims to bring authentic Liverpool FC merchandise directly to a massive fanbase in South Africa.
- Liverpool FC is establishing its first official retail presence in Africa through a partnership with Old School.
- The agreement includes an immediate launch of a South African e-commerce platform and plans for shop-in-shop locations and standalone stores.
- South Africa represents a key international market for Liverpool FC, boasting an estimated 12.5 million supporters.
- Old School, founded in 2019, is recognized for its quality and connection to local fan culture.
The long-term, five-year agreement designates Old School as Liverpool FC’s exclusive retail partner in South Africa, a significant move in the club’s global merchandising strategy. Liverpool FC estimates its supporter base in the country at approximately 12.5 million fans—the largest for any Premier League club locally—making South Africa a crucial market.
What makes this partnership unique? Liverpool FC is directly addressing the demand for authentic merchandise by launching an official e-commerce platform tailored for the South African market, available immediately. This initial step will be followed by the introduction of shop-in-shop locations within Old School’s existing retail network. Ultimately, the partners intend to open dedicated Liverpool FC standalone stores across South Africa, solidifying the club’s first permanent retail footprint in Africa.
A Perfect Match: Expertise and Cultural Understanding
Lee Dwerryhouse, Senior Vice-President of Merchandising at LFC, expressed enthusiasm for the collaboration, stating, “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 Africa for the first time.”
Dwerryhouse continued, “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.”
Building on a Legacy of Fan Engagement
Daneel Steinmann, founder and CEO at Old School, echoed the sentiment, saying, “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.”
Steinmann added, “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.”
A Growing Global Network
Founded in 2019, Old School has quickly gained recognition within South Africa’s supporterwear and leisurewear sector, lauded for its product quality, community-led design, and strong ties to local fan culture. These qualities are expected to be instrumental in tailoring Liverpool FC’s retail offering to the South African market.
The partnership aligns with Liverpool FC’s broader global retail strategy, which has focused on expanding its network of standalone stores internationally. By partnering with a dedicated local entity in South Africa, Liverpool FC aims to strengthen its direct-to-consumer presence, enhance merchandise accessibility, and foster deeper engagement with supporters throughout the continent. During the previous season, Liverpool FC recorded cumulative television viewership of 37 million in South Africa, demonstrating the substantial engagement and commercial potential within the market.
