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

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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Jason Lottering
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.