{"id":7761,"date":"2026-01-06T18:48:10","date_gmt":"2026-01-06T18:48:10","guid":{"rendered":"https:\/\/www.europesays.com\/africa\/7761\/"},"modified":"2026-01-06T18:48:10","modified_gmt":"2026-01-06T18:48:10","slug":"liverpool-go-old-school-with-retail-partnership-in-south-africa","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/africa\/7761\/","title":{"rendered":"Liverpool go Old School with retail partnership in South Africa"},"content":{"rendered":"<p>                                    <img decoding=\"async\" src=\"https:\/\/www.europesays.com\/africa\/wp-content\/uploads\/2026\/01\/main695d27ec329c6-430x241.jpg\" alt=\"\"\/><\/p>\n<p>                                    Old School will deliver the official LFC Retail offering through online and offline channels across South Africa. (Credit: Liverpool FC)<\/p>\n<p class=\"drop-cap\">Liverpool, the English soccer giants, have announced a new retail partnership with Old School, the South Africa-based fan and leisurewear brand.<\/p>\n<p>Through a five-year agreement, the Premier League side will collaborate with Old School to launch the club&#8217;s first official standalone stores on the continent.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.sportcal.com\/wp-content\/themes\/goodlife-wp-B2B\/assets\/images\/GMS-logo.svg\" alt=\"\"\/> Discover B2B Marketing That Performs <\/p>\n<p>\n\t\t\t\t\t\tCombine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.\n\t\t\t\t\t<\/p>\n<p><a href=\"https:\/\/www.globaldatamarketingsolutions.com\/\" class=\"gms-find-out-more\" target=\"_blank\" rel=\"nofollow noopener\"><br \/>\n\t\t\t\t\t\t\tFind out more <\/a><\/p>\n<p>The brand will deliver the official LFC Retail offering through online and offline channels, launching e-commerce and multiple shop-in-shops across South Africa in the first year.<\/p>\n<p>Plans are also in place to open multiple official standalone LFC Retail stores in the country.<\/p>\n<p>Liverpool have opened 22 standalone stores worldwide, which they claim is more than any other team in world sport.<\/p>\n<p>Launched in 2019, Old School provides custom merchandise, leisurewear, and retro kits for soccer and rugby fans.<\/p>\n<p>Lee Dwerryhouse, Liverpool\u2019s senior vice-president of merchandising, said: \u201cOld School&#8217;s expertise in supporter merchandise and their understanding of South African sporting culture make them the right partner to bring LFC standalone stores and shop-in-shop locations to Africa for the first time.<\/p>\n<p>\u201cFollowing a record-breaking season for our retail team, this partnership is an important step in our continued growth, helping us connect with more fans worldwide and deliver the best possible experience. We&#8217;re excited to build on that momentum as we look ahead to another strong year for LFC retail.\u201d<\/p>\n<p>Liverpool agreed a similar long-term retail partnership with Japanese fashion and lifestyle company Baycrew&#8217;s in that market, last June.<\/p>\n<p>In terms of recent commercial deals, meanwhile, the reigning Premier League champions secured new partnerships with global online payment service PayPal\u00a0and\u00a0technology company Trimble, while also extending with soft drink giant Coca-Cola.<\/p>\n<p>                    <img decoding=\"async\" src=\"https:\/\/www.sportcal.com\/wp-content\/themes\/goodlife-wp-B2B\/assets\/images\/newsletter-new.svg\" alt=\"Email newsletter icon\"\/><\/p>\n<p>\n                    Sign up for our daily news round-up!<br \/>\n                    Give your business an edge with our leading industry insights.\n                <\/p>\n","protected":false},"excerpt":{"rendered":"Old School will deliver the official LFC Retail offering through online and offline channels across South Africa. (Credit:&hellip;\n","protected":false},"author":2,"featured_media":7762,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52],"tags":[323,131],"class_list":{"0":"post-7761","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-south-africa","8":"tag-soccer","9":"tag-south-africa"},"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/posts\/7761","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/comments?post=7761"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/posts\/7761\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/media\/7762"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/media?parent=7761"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/categories?post=7761"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/tags?post=7761"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}