BRAND STRATEGY

Liverpool FC appoints SA leisurewear brand for its walk into Africa

By our African Marketing Confederation News Team | 2026

Partnership ensures Liverpool won’t walk alone as it sees a strong retail opportunity among its growing fan base in Africa.

Liverpool Football Club has entered into a long-term retail partnership with Old School, a South African supporter and leisurewear brand, to launch the club’s first official standalone stores on the continent.

The Old School executive team visits Liverpool’s famous Anfield stadium

As part of the five-year agreement, Old School will deliver the official LFC Retail experience through online and offline channels, launching e-commerce and multiple shop-in-shops across South Africa in the first year.

Plans are also in place to open multiple official standalone LFC Retail stores in the country, with a statement from both parties saying the aim is to bring the club even closer to its passionate local fan base.

“With 12.5-million LFC supporters in South Africa – more than any other Premier League club – alongside 8.9-million social followers and 37-million cumulative TV viewers last season, the partnership marks a significant step in establishing a new physical retail footprint for the club to meet growing fan demand across the region,” the statement reads.

“This new partnership follows a record-breaking year for LFC Retail globally, which has seen unprecedented demand for kit and merchandise, and the launch of new stores across a number of major international markets.”

Expertise in supporter merchandise and understanding of local sporting culture

Comments Lee Dwerryhouse, Senior Vice-President of Merchandising at the club: “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.”

Launched in 2019 by two brothers from their university dormitory room, Old School has become a leading retail brand specialising in custom merchandise, leisurewear and retro sports kits for soccer and rugby fans.

Says Daneel Steinmann, founder and CEO at Old School: “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.”

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