Liverpool has taken a significant step in growing its presence in Asia after agreeing to its first-ever retail partnership in South Korea.

The Reds have been on a mission to grow the brand globally, last year inking a deal with the firm All Star Partners to grow their retail and merchandising opportunities in China, with that deal providing easier access to official retail merchandise via digital e-commerce marketplaces on the Tmall, Douyin and JD platforms.

Now they have made further strides to aid revenue growth and ensure that they are well positioned as a global brand in key markets such as Asia, working with Over the Pitch, a brand and creative design studio founded in 2014 that presents football culture in the country and collaborates with domestic and international clubs.



The new partnership is aimed at bringing fans in the market closer to the club and grow the developing fanbase.

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The collaboration will be focused on product development, market expansion, and growing the Reds fanbase in such a key, growing market.

The launch will initially involve two new shop-in-shops located in Hongdae (Seoul) and Suwon selling official club merchandise.

A standalone store is also planned to follow.

Mike Cox, senior vice president of merchandising at Liverpool FC, said, “We’re thrilled to be partnering with Over the Pitch in South Korea, it’s an exciting opportunity for LFC Retail in a fast-growing market.

“As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that.

“With their local knowledge, we can give supporters easier access to official club merchandise.

The instore experiences will feature LFC branding for supporters to feel a part of the LFC family and connect with what this club is about.”

Last month saw the club partner with Swire Properties to bring a fully immersive celebration of the iconic Anfield experience to supporters across the Chinese mainland and Hong Kong, with the latest deal one of a series of developments expected in the region as the club aim to be the dominant brand.

Hokeun Choi, creative director and CEO of Over the Pitch said, “We are more than excited to be partnering with such a huge club with a concrete fanbase in Korea while being the most symbolic and historical club in the world.

“We are definitely looking forward to our future plans and cannot wait to bring Korean fans closer to Liverpool FC with our abundant collaborating experience with different clubs and unique designs and branding.”


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