May 4 – Premier League Liverpool have extended their agreement with Thailand’s Central Retail Corporation (Sports) (CRC Sports), the club’s Official Retail & Licensing Partner in the country, for a further five years.
Now in its eight season, this is the third time the club have extended the deal with CRC Sports. Earlier this week Liverpool announced a new official retail and e-commerce partnership with All Star Partners (ASP) for China.
]CRC Sports is Thailand’s leading multi-format retail platform with a diverse portfolio. The company will manage Liverpool’s merchandising on and off-line.
There are now five standalone Liverpool five stores in Thailand with additional shop-in-shops, club events and pop-up activations to increase fan engagement.
Mike Cox, Senior Vice President Merchandising and Retail at Liverpool FC, said: “We have grown significantly in the region during our first two terms with CRC Sports, and they are a great partner for us in supporting this remarkable growth. We are looking forward to what the next five years has in store.”
Liverpool have recently made retail partnership renewals in Singapore and Malaysia and domestically relaunched the Liverpool L1 city centre store.
Alexandre Hammel, President of CRC Sports, said: ” LFC is significant in world football, and the most favourite international football club for Thai people. We are very pleased and honoured by the trust that Liverpool FC is giving to CRC Sports, this is fitting to our strategy to always bring the best of the world to Thai customers.”
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