Liverpool FC have confirmed a landmark retail partnership with South African apparel brand Old School, marking the club’s first official retail agreement and first physical retail presence on the African continent.
The long-term, five-year agreement appoints Old School as Liverpool FC’s exclusive retail partner in South Africa and represents a significant step in the club’s global merchandising expansion strategy. The partnership is designed to improve access to official Liverpool FC merchandise across the country through a combination of e-commerce, shop-in-shop formats, and standalone retail stores.
As part of the agreement, an official Liverpool FC e-commerce platform tailored for the South African market has launched with immediate effect, giving supporters direct access to authentic club merchandise. This will be followed by the introduction of multiple shop-in-shop locations within Old School’s existing retail network during the initial phase of the partnership. Over the course of the deal, the partners plan to open dedicated Liverpool FC standalone stores across South Africa, establishing the club’s first permanent physical retail footprint in Africa.
Lee Dwerryhouse, Senior Vice-President of Merchandising at LFC, said, “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.
“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.”
Daneel Steinmann, founder and CEO at Old School, added, “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.
“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.”
South Africa is one of Liverpool FC’s most important international markets. The club estimates its supporter base in the country at approximately 12.5 million fans, the largest of any Premier League club locally. Liverpool FC also recorded cumulative television viewership of 37 million in South Africa during the previous season, underlining the scale of engagement and long-term commercial opportunity in the market.
Founded in 2019, Old School has rapidly established itself within South Africa’s supporterwear and leisurewear sector, earning recognition for its emphasis on product quality, community-led design, and strong connections with local fan culture. These attributes are expected to play a central role in localising Liverpool FC’s retail offering for the South African market.
The partnership forms part of Liverpool FC’s broader global retail strategy, which has seen the club expand its network of standalone stores worldwide in recent years. By entering the African market through a dedicated local partner, Liverpool FC aims to strengthen its direct-to-consumer presence, improve merchandise accessibility, and deepen long-term engagement with supporters across the continent.
