Liverpool Struck Partnership With Old School South Africa
English Premier League champions Liverpool has announced a groundbreaking partnership, confirming a new long-term retail collaboration with Old School, one of South Africa’s leading supporter and leisurewear brands, marking the launch of the club’s first official standalone retail stores on the African continent.
The Merseyside giants announced a five-year agreement that will see Old School deliver the official LFC Retail experience through both online and physical platforms. The partnership will begin with the launch of an official e-commerce store and multiple shop-in-shop outlets across South Africa within the first year.
Plans are also in place to open several standalone LFC Retail stores nationwide, strengthening Liverpool FC’s presence and connection with its massive local fan base.
Liverpool boast an estimated 12.5 million supporters in South Africa — more than any other Premier League club — along with 8.9 million social media followers and 37 million cumulative television viewers during the previous season. The partnership represents a major step in expanding the club’s physical retail footprint to meet growing demand across the region.
The move follows a record-breaking year for LFC Retail globally, with unprecedented sales of official kits and merchandise, as well as the opening of new stores in several key international markets.
Liverpool FC continue to set the benchmark in football retail, having opened 22 standalone stores worldwide — more than any other sports club, including elite European football teams and major US franchises.
Lee Dwerryhouse, senior vice-president of merchandising at Liverpool FC, welcomed the partnership:
“We’re thrilled to welcome Old School to the LFC Retail family. Their expertise in supporter merchandise and deep understanding of South African sporting culture make them the ideal 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 a key step in our continued growth as we look to connect with more fans around the world and deliver the best possible retail experience.”
Old School founder and CEO Daneel Steinmann described the agreement as a landmark moment for the brand.
“This partnership with Liverpool FC marks an important milestone for Old School. The club’s heritage, identity and strong bond with its supporters reflect many of the values that have shaped our business from the beginning.
“We believe fans deserve merchandise that carries meaning as well as quality. Bringing the official LFC Retail experience to South Africa is a responsibility we’re proud to take on, and our focus is on honouring the club’s legacy while delivering a world-class retail experience to millions of Liverpool supporters across the region.”
Founded in 2019 by two brothers from their university dorm room, Old School has rapidly grown into a leading South African retail brand, known for producing high-quality custom merchandise, leisurewear and retro kits for football and rugby fans.
