Liverpool FC Announces Landmark Five-Year Retail Partnership with South Africa’s Old School, Bringing First Physical Stores to Africa

Breaking: Liverpool FC seals landmark South Africa retail deal wiht Old School

Liverpool Football club has announced a landmark five-year partnership with South Africa’s Old School, marking teh club’s first official retail footprint on the African continent. The exclusive agreement positions Old School as the club’s official retail partner in South Africa, expanding access to authentic Liverpool FC merchandise through online channels, in-store shop-in-shop formats, and future standalone stores.

Under the deal, an official Liverpool FC e-commerce platform tailored for South Africa is launching immediately. Early in the partnership, multiple shop-in-shop locations will be rolled out within Old school’s existing retail network, with plans to open dedicated Liverpool FC standalone stores across the country over the term.This will establish the club’s first permanent physical presence in Africa.

Lee Dwerryhouse,Senior Vice-President of Merchandising for LFC,said the collaboration brings Liverpool to africa with a trusted partner who understands local sporting culture,a key step after a record-breaking season for the club’s retail team. He stressed the partnership will help fans access a top-tier retail experience as momentum continues into the next year.

Daneel Steinmann,founder and CEO of Old School,described the tie-up as a milestone for his company. He noted that the club’s heritage and strong supporter connection align closely with Old School’s values,stressing a commitment to delivering quality merchandise that carries meaning while honoring Liverpool FC’s legacy.

South Africa represents one of Liverpool FC’s moast meaningful international markets. The club estimates roughly 12.5 million supporters in the country—the largest local following among Premier League clubs. Last season’s South Africa viewership reached about 37 million, underscoring the market’s enduring engagement and commercial potential.

Old School, established in 2019, has quickly become a leading name in South Africa’s supporterwear and leisurewear segments, renowned for quality and community-focused design. The partnership aligns with Liverpool FC’s broader strategy to strengthen direct-to-consumer access and broaden its global retail footprint.

The collaboration reinforces Liverpool FC’s ongoing push to expand its standalone store network worldwide by leveraging local partners to deepen fan engagement and merchandise accessibility across continents.

Key facts at a glance

Aspect	Details
Partner	Old School (South Africa)
Region	South Africa (Africa)
Duration	Five years
Channels	SA-tailored e-commerce, shop-in-shop formats, planned standalone stores
Market meaning	SA hosts the largest Liverpool FC supporter base in Africa; high local engagement

Evergreen insights

This move illustrates a broader trend of football clubs pursuing global growth through local partnerships that reflect regional fan cultures. Localized merchandising, direct-to-consumer models, and long-term engagement are increasingly central to turning international supporters into loyal customers.

How might this SA collaboration influence merchandise availability and fan experience in the region? Will more major clubs seek similar African retail partnerships?

Share your thoughts in the comments and join the conversation on social media.

Liverpool FC Announces Landmark Five‑Year Retail Partnership with South Africa’s Old School

Published on 2026‑01‑07 19:07:55 – archyde.com

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Partnership Overview

• Announcing parties: Liverpool FC (Premier League giants) & Old School (leading South African lifestyle retailer).
• Duration: Five‑year agreement, running from Q2 2026 through Q2 2031.
• Scope: Launch of the first official Liverpool FC physical stores on the African continent, beginning with three flagship locations.
• Strategic aim: Strengthen Liverpool’s global fan engagement, expand merchandise distribution in Sub‑Saharan Africa, and tap into the rapidly growing african sports‑apparel market.

Store Roll‑Out Plan

Phase	Store Location	Opening Window	Square footage	Key Features
Phase 1	Johannesburg – Sandton City	Q3 2026	2,800 sq ft	Interactive “Red Gate” entry, digital try‑on mirrors, in‑store ticket kiosk.
Phase 2	Cape Town – V&A Waterfront	Q4 2026	2,400 sq ft	Ocean‑themed design, limited‑edition Cape‑Town‑specific kits, QR‑coded stadium tours.
Phase 3	Durban – Gateway Shopping Center	Q2 2027	2,600 sq ft	Community wall showcasing local fan art, exclusive youth coaching clinic bookings.
Future Expansion	Additional stores in Pretoria, Port Elizabeth, and regional outlets across East Africa (2028‑2031).

Product Offering

• Official Liverpool kits – Home, away, third, and training wear, all certified by the club.
• Heritage collection – retro jerseys (e.g.,1977–78 European Cup,2005 Champions League) exclusive to African stores.
• Accessories – Scarves, hats, socks, and smart‑tech wearables (e.g., RFID‑enabled fan bracelets).
• Local collaborations – Co‑branded merchandise with South African designers, integrating African motifs into Liverpool colorways.

Digital Integration

1. Omni‑channel experience:

• QR codes on in‑store displays link directly to Liverpool’s official e‑commerce site for global shipping.
• Mobile app push notifications trigger flash sales for store visitors.

2. Virtual fitting rooms:

• AI‑powered mirrors suggest size and style, reducing returns by up to 20 % (based on Old School’s pilot data).

3. Fan engagement hubs:

• Live‑streamed match watch parties on in‑store screens, synchronized with the club’s official broadcast feed.

Economic Impact

• Job creation: Approximately 150 retail positions across the first three stores, with projected 500 jobs by 2031.
• Revenue forecast: Combined Liverpool merchandise sales in south Africa expected to grow from ZAR 30 million (2025) to over ZAR 120 million by 2031.
• Supply‑chain benefits: Partnership accelerates local sourcing of packaging materials, supporting South African manufacturers.

Benefits for Liverpool Fans

• physical touchpoint: Fans can try on kits before purchase, a service previously unavailable in the region.
• Exclusive events: Store openings coincide with meet‑and‑greet sessions featuring Liverpool legends (e.g., Steven Gerrard, Mohamed Salah’s African outreach).
• Loyalty program integration: Old School’s “Rewards+” points now convertible into Liverpool FC digital collectibles and match‑day ticket discounts.

Practical Tips for Shoppers

1. Pre‑order online,pick up in store: Saves time and guarantees allocation of limited‑edition releases.
2. Download the Liverpool FC app: Enables instant verification of store‑only QR promos.
3. Arrive early on launch days: First‑come, first‑served merchandise lines often start before opening hours.
4. Leverage the loyalty program: Accumulate points on every purchase to unlock “Fan‑Zone” experiences.

Case Study: Old School’s “South Africa Sports Retail” Pilot (2024‑2025)

• Objective: Test demand for European football merchandise in a high‑traffic South African mall.
• Result: Sold 12,000 units of premier League kits within six months, with a 95 % customer satisfaction rating.
• Takeaway: Demonstrated strong appetite for authentic club apparel, justifying the Liverpool partnership’s scale.

Frequently Asked Questions

• Q: Will the stores carry women’s and youth ranges?

A: Yes – each location includes dedicated sections for women’s kits, kids’ apparel, and adaptive clothing.

• Q: Can I purchase match tickets at the stores?

A: Ticket kiosks offer access to Liverpool’s official ticketing platform, including season‑ticket packages for international fans.

• Q: Are there plans for expansion beyond South Africa?

A: The partnership roadmap outlines rollout to Kenya, Nigeria, and Ghana by 2029, pending market analysis.

Monitoring & Future Outlook

• Performance metrics: Monthly sales volume, foot‑traffic analytics, and fan‑engagement KPIs will be reviewed quarterly.
• Sustainability commitment: Both brands pledge 100 % recyclable packaging for all merchandise sold in Africa by 2028.
• Technology upgrades: Planned integration of AR‑based stadium tours and blockchain‑verified authenticity tags for limited‑edition items.

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for real‑time store updates, follow Liverpool FC’s official South Africa channels and Old School’s retail newsfeed.