Liverpool FC sign long-term deal with Old School

Liverpool Football Club (LFC) have announced a five-year partnership with Old School, a South African leisurewear brand, bringing it on board as their first-ever Retail Partner in South Africa.

Joining as a retail partner, Old School will provide the official online and offline Liverpool FC Retail experience in South Africa by launching e-commerce and multiple shop-in-shops in the first year of the partnership.

Additionally, the two parties will work together to launch multiple official standalone Liverpool Retail stores in the country. 

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

“We’re thrilled to welcome Old School to the LFC Retail family. Old School’s expertise in supporter merchandise and their understanding of South African sporting culture make them the right 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 an important step in our continued growth, helping us connect with more fans worldwide and deliver the best possible experience. We’re excited to build on that momentum as we look ahead to another strong year for LFC Retail.“

Daneel Steinmann, Old School CEO and founder, said:

“This partnership with Liverpool FC marks an important milestone for Old School. The club’s heritage, identity and strong connection with supporters reflect many of the principles that have shaped our business from the very beginning. We’ve always believed that fans deserve merchandise that carries meaning as well as quality and bringing the official LFC Retail experience to South Africa is a responsibility we’re proud to take on. Our focus is on respecting the club’s legacy while delivering a world-class retail experience for the millions of Liverpool FC supporters across the region.”