Liverpool FC inks collaboration with All Star Partners in China

Liverpool FC, a Premier League team, has announced a partnership with All Star Partners, a Chinese e-commerce company that has been named as the official retail partner of the Reds in China.

Leading sports and e-commerce company All Star Partners specializes in sports licensing, merchandising, and retail for prominent international sports clubs and organizations in order to create licensed goods and e-commerce opportunities in China.

According to the agreement, this will make it possible for the Liverpool-based football team to connect with its Chinese supporters since it will make it easier for fans to access the official retail products through online marketplaces. The club will seek to expand throughout the greater Asia-Pacific region and China with the help of this collaboration. The club and ASP will both concentrate on developing new products, increasing their markets, developing e-commerce, and growing their fan bases throughout the nation.

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Mike Cox, Senior Vice-President of Merchandising, Liverpool FC, said,

“This is a huge moment for LFC to have a new official retail partner in China, and to do this working alongside ASP. Together, we can be closer to our Chinese supporters, who now have easier access to official club merchandise. This partnership is helping to further grow our digital global retail business. We’re looking forward to seeing what we can bring to the Chinese supporters and make them feel a part of the LFC family.”

Luo Bin, CEO,  All Star Partners, commented:

“For us, it’s a great honour to be an official retail partner of Liverpool FC in China. The Liverpool spirit of unity inspired generations of Chinese fans, many of them can even sing the song You’ll Never Walk Alone. So, we believe they deserve the best. We will bring them more and more great LFC official products, and make sure they will have shopping experiences better than ever. We are very confident that the Reds lifestyle and spirit will keep inspiring more fans in China.”