The Premier League (PL) club, Liverpool Football Club (LFC) have announced a new long-term retail collaboration with BAYCREW’S, a major Japanese fashion and lifestyle company, to extend its retail presence in the region.
As part of the five-year deal, BAYCREW’S will provide the official LFC Retail experience across both online and offline channels, opening various shop-in-shops around Japan in the first year. There are also plans to build the country’s first official standalone LFC Retail outlet.
LFC is the global leader in club retail presence, with 19 freestanding retail locations, more than any other sports team, including top European football teams and big US franchises.
BAYCREW’S additionally serve as the club’s official tour retail operator for the Japanese leg of LFC’s upcoming pre-season tour, which will include a match against Yokohama F. Marinos at Nissan Stadium on July 30. Arne Slot’s team will also travel to Hong Kong to face AC Milan on July 26.
Along with the shop-in-shops rollout, several LFC pop-up stores will operate in strategic places around Japan, providing supporters with limited-edition tour apparel and official retail items.
With over 4.6 million Reds fans in Japan, more than any other Premier League team, the agreement is an important step towards satisfying rising fan demand. LFC’s fan base in Japan more than quadrupled between 2023 and 2024, and the club was the most-watched European team in the nation throughout the 2023-24 season, with 1.6 million people watching on television.
Lee Dwerryhouse, Senior VP of Merchandising at LFC, said, “We’re thrilled to welcome BAYCREW’S to the LFC retail family. Japan is home to one of our most passionate and fastest-growing fan bases, and this partnership allows us to provide those supporters with greater access to official merchandise and a truly authentic LFC shopping experience. LFC already has more standalone stores around the world than any other football or sports franchise, and this expansion into Japan is a proud next step in our global retail journey. BAYCREW’S has an outstanding reputation, and together we’re creating new ways to connect with fans – both in-person and online. With the team heading to Asia this summer, the timing couldn’t be better to celebrate the start of this exciting journey.”
Masayoshi Komine, Senior Executive VP of BAYCREW’S Co. Ltd, said, “We are truly honoured to announce our partnership with LFC, a club with a proud and historic legacy in world football. By sharing common values and passion, we look forward to accelerating our global ambitions together. Stay tuned for what’s to come.”
