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Fans arrive outside the club shop prior to the UEFA Champions League group E match between Liverpool FC and KRC Genk at Anfield on November 05, 2019

Liverpool have entered into a five-year retail partnership with BAYCREW’S, a leading fashion and lifestyle company in Japan.

Multiple shop-in-shops are set to be launched across Japan in the first year of the deal, and the country’s first official standalone LFC Retail store is also in the works.

The Reds are due to play Yokohama F.



Marinos at Nissan Stadium on July 30 as part of their upcoming pre-season tour, for which the company will be the official tour retail operator.

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It marks their first summer visit to Japan, with the club last visiting Asia during the 2023 pre-season.

Liverpool have more than 4.6 million supporters in the country, and the fanbase more than doubled between 2023 and 2024, coinciding with the signing of Wataru Endo from VfB Stuttgart.

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The Japan captain has recently reconfirmed his plans to stay at Liverpool, despite not being satisfied with his amount of game time.

He has played fewer than 1,000 minutes under Arne Slot, making 32 appearances but most came as a substitute.

However, the midfielder has said he would rather stay and play less frequently than join another club.

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Endo has become a firm fan favourite and his presence in the team has sparked the significant increase in Japanese support.

The partnership will mark a huge step in meeting the growing demands of these supporters, with pop-up shops also set to open across the country.