Liverpool FC: a partnership with Old School (clothing) to open standalone stores across South Africa

Liverpool FC (Premier League) have entered into a five-year (2025-2030) partnership with Old School, a South African apparel brand, "to launch the club's first official standalone stores on the continent," announced both parties on 06/01/2026.

As part of this agreement, both partners will offer "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, bringing the club even closer to its passionate local fan base," said the English club.

"With 12.5 million 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," added Liverpool FC.

The club has launched a total of 22 stores abroad as of 06/01/2026, "more than any other team in world sport," including four in 2025 (in Denmark, Norway, Hong Kong and China).

• "Following a…