The Premier League (PL) team, Liverpool FC have unveiled a partnership with the Chinese e-commerce entity, All Star Partners.
Following the association, All Star Partners has been named the official retail partner of the Reds in China.
As per the deal, this will enable the Liverpool-based football club to reach out to its Chinese fans, as it will assist the enthusiasts to access the official retail merchandise through digital e-commerce marketplaces. With the help of this partnership, the club will be looking for its growth in China along with the wider Asia-Pacific. Both the club and ASP will focus on product development, market expansion, e-commerce development, and expanding its fanbase in the country.
Mike Cox, Senior Vice-President of Merchandising at Liverpool FC, said, “This is a huge moment for LFC to have a new official retail partner in China, and to do this working alongside ASP. Together, we can be closer to our Chinese supporters, who now have easier access to official club merchandise. This partnership is helping to further grow our digital global retail business. We’re looking forward to seeing what we can bring to the Chinese supporters and make them feel a part of the LFC family.”
Luo Bin, CEO of ASP, said, “For us, it’s a great honour to be an official retail partner of Liverpool FC in China. The Liverpool spirit of unity inspired generations of Chinese fans, many of them can even sing the song You’ll Never Walk Alone. So, we believe they deserve the best. We will bring them more and more great LFC official products, and make sure they will have shopping experiences better than ever. We are very confident that the Reds lifestyle and spirit will keep inspiring more fans in China.”
All Star Partners is a leading sports and e-commerce company in China, which focuses on sports licencing, merchandising, and retail for top global sports clubs and organisations, to develop licenced products and e-commerce prospects in China.
Liverpool FC have currently cemented their place at the fifth spot in the English top-flight standings. They will be facing Fulham FC in their next encounter on May 4 at Anfield in Liverpool.