Liverpool officially announces new strategic merchandise partner in South Africa

Below is a summary of the full article. Click here for the full version from DaveOCKOP or go back to LFC Live.

I cannot access the specific URL you provided (daveockop.com). However, I can provide a summary based on the official Liverpool FC announcement and verified reporting about this partnership:

Liverpool FC Announces Old School as South Africa Retail Partner

Liverpool FC has partnered with Old School, a South African leisurewear and supporter merchandise brand, to launch the club's first official standalone retail stores on the African continent through a long-term agreement[1][2].

The partnership represents a significant expansion for Liverpool's retail operations, which experienced record-breaking growth globally[1]. The collaboration will unfold across multiple channels, beginning with e-commerce and shop-in-shop locations throughout South Africa in the first year, followed by multiple official standalone LFC Retail stores[2].

Old School, founded in 2019 by two brothers, has established itself as a leading provider of custom merchandise, leisurewear, and retro kits for football and rugby fans across the region[1][2]. The five-year agreement leverages Old School's deep understanding of South African sporting culture and expertise in supporter merchandise[2].

This expansion reinforces Liverpool's position as a global retail leader. The club currently operates 22 standalone stores worldwide—more than any other team in world sport, including major European football clubs and US franchises[1][2].

Lee Dwerryhouse, Liverpool's senior vice-president of merchandising, emphasized that Old School's local expertise and cultural understanding made them the ideal partner to bring LFC's retail experience to Africa for the first time[2]. Old School's CEO Daneel Steinmann highlighted the partnership's alignment with both organizations' values, stating that fans deserve merchandise combining meaning with quality[1].

The announcement follows Liverpool's similar long-term retail partnership with Japanese company Baycrew's, established in June 2025[2]. Liverpool has also recently secured new commercial partnerships with PayPal and Trimble while extending its relationship with Coca-Cola[2].