Liverpool FC announce long-term BAYCREW’S partnership

Liverpool Football Club have announced a five-year partnership with Japanese fashion and lifestyle brand BAYCREW’S.

BAYCREW’S comes on board as the Merseyside club’s Official Retail Partner.

The deal will kick off with BAYCREW’S serving as Liverpool’s Official Tour Retail Operator for their pre-season tour in Japan, which kicks off in July. The two will work through online and offline channels and launch multiple shop-in-shops across Japan in the first year of the partnership, with the aim of also opening an official standalone LFC Retail store in the country.

Additionally, Reds fans in Japan will enjoy access to limited-edition tour merchandise as well as official retail products.

Lee Dwerryhouse, Senior Vice-President, Merchandising, LFC, commented:

“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 Vice-President, BAYCREW’S, added:

“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.“