Liverpool FC has announced Old School as its first official retail partner in South Africa, marking the club’s inaugural retail partnership on the African continent.
The agreement establishes a formal retail presence for Liverpool FC in South Africa and enables local distribution of official club merchandise through a South African partner. The partnership forms part of Liverpool FC’s broader international retail and market expansion strategy.
A Strategic Entry Into the African Market
South Africa represents one of Liverpool FC’s most significant supporter markets outside of Europe. According to figures referenced by the club, Liverpool FC has an estimated 12.5 million supporters in South Africa, the largest Premier League fan base in the country.
The partnership with Old School is intended to improve access to licensed Liverpool FC merchandise for local supporters while strengthening the club’s direct engagement in the region.
What the Partnership Includes
Under the agreement, Old School will manage the local retail execution of Liverpool FC merchandise in South Africa. This includes:
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The distribution of official Liverpool FC products through e-commerce platforms
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Shop-in-shop retail activations across selected locations
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Planned rollout of standalone Liverpool FC retail stores
These initiatives are aimed at creating a consistent and accessible retail experience for South African supporters.
About Old School
Old School is a South African sportswear and lifestyle brand founded in 2019. The company operates in the supporter apparel and leisurewear category and has built a presence across multiple sporting codes within the local market.
Prior to the Liverpool FC announcement, Old School entered into a partnership with Bafana Bafana. That partnership drew public commentary around the brand’s expansion beyond rugby-focused apparel, highlighting ongoing market discussions around brand positioning within South African sport.
The Liverpool FC agreement represents Old School’s first international retail partnership with a global football club.
Implications for Local and Global Sports Retail
For Liverpool FC, the partnership provides a locally based retail operator with market knowledge, infrastructure, and cultural familiarity. For Old School, the agreement places the brand within Liverpool FC’s global retail partner network and introduces an international club portfolio to its operations.
The announcement positions South Africa as Liverpool FC’s first retail entry point into Africa and reflects a growing trend among global football clubs to localise retail operations in high-supporter-density markets.
The Liverpool FC–Old School partnership formalises the club’s retail presence in South Africa and expands access to official merchandise for local supporters. It also underscores the increasing role of local brands in executing global sports retail strategies within emerging and established fan markets.
As Liverpool FC continues to grow its international footprint, the South African market now forms part of its long-term retail and supporter engagement plans.
