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Liverpool are growing their reach after winning the Premier League title(Image: Carl Recine/Getty Images)

As Premier League champions and a club having reasserted itself at the top of the English game once again, Liverpool have plenty of leverage right now.

While the current campaign has yet to reach its conclusion, Liverpool know they head into the summer in fine fettle with a strong squad, in rude financial health and as an attractive proposition for the world’s best talent to join.

In terms of growing the club’s fan base and connecting with existing supporters, success helps facilitate that, and it is also impactful when it comes to aiding the bottom line.

The announcement of a new retail outlet in Denmark might not seem like a development that will pique the interest of Liverpool fans to an enormous extent but it is one that points to where the Reds are going and how the plan to be one of sport’s most prominent brands globally is coming to fruition.

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Liverpool have a long-standing connection with Scandinavia, and Denmark in particular due to the now 33-year partnership the club has with Danish beer company Carlsberg.

There have also been some notable Danes to wear the club's colours such as Jan Molby and Daniel Agger.

Last week saw Agger on hand to open up the Reds’ new retail outlet in the Danish capital city of Copenhagen.

It was the club’s 19th standalone retail outlet.

The opening of the store means that Liverpool now have more standalone retail stores than any other sports team on the planet, and with plans for more, including stepping into the United States of America at some point, it should be instructive as to what the club have planned for the future in terms of their long-term global view.

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The Reds are the most-followed Premier League team in Scandinavia, where there are more than two million passionate fans, a cumulative TV audience of 22.9 million for the 2023-24 season and four Official Liverpool Supporters Clubs.

Lee Dwerryhouse, senior vice-president of merchandising at LFC, said: "We're excited to open our first standalone LFC retail store in Scandinavia, a region with such a loyal fan base.

This launch is a significant step in bringing the LFC experience closer to our supporters, offering them access to the club they love in a truly authentic and meaningful way.

"With over three million visitors to our stores worldwide last season, expanding our international retail presence remains a key priority, and this opening in Copenhagen strengthens our commitment to engaging with fans globally.

"And we're also delighted to confirm we now have more standalone stores than any other team in world sports, including football and across US franchises."

The Liverpool plan for some time now has been to grow the brand and find new ways to connect with their global fanbase and exposure for their commercial partners.

Growing the international audience and ensuring they are well served is core to that, with another store set to open in Norway later this year.

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“It’s been largely down to the two big drivers within commercial revenue, which are obviously partnerships and merchandise,” said Liverpool chief commercial officer Ben Latty, speaking exclusively to the ECHO last month.

“From a merchandise perspective we had a very successful year in terms of when the accounts were released from last season, in terms of the kit sales and also our monobranded product as well.

“I have said this before but I want Liverpool to be the most impactful partnerships platform in sports and entertainment.