April 29 – Premier League Liverpool have signed their first-ever retail partnership in South Korea as the club looks to expand its global profile.
LFC and Korean clothing shop Over the Pitch will collaborate on product development and market expansion.
The launch will initially involve two new shop-in-shops located in Hongdae (Seoul) and Suwon selling Official LFC Merchandise, with a standalone store planned to follow.
The move supports LFC’s ambitions for growth in the Asia region following the club’s new official retail partnership with All Star Partners (ASP) in China last year.
Hokeun Choi, Creative Director and CEO of Over the Pitch, said, “We are more than excited to be partnering with such a huge club with a concrete fanbase in Korea.. we cannot wait to bring Korean fans closer to Liverpool FC with our abundant collaborating experience with different clubs and unique designs and branding.”
The club has also become more popular in the South-East Asian region after signing Japan captain Wataru Endo in the summer, who has played an important role in Liverpool’s season.
Mike Cox, senior vice president merchandising at Liverpool, said: “We’re thrilled to be partnering with Over the Pitch in South Korea, it’s an exciting opportunity for LFC Retail in a fast-growing market.
“As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that.
“With their local knowledge we can give supporters easier access to official club merchandise. The instore experiences will feature LFC branding for supporters to feel a part of the LFC family and connect with what this club is about.”
After a difficult fortnight of results for Liverpool which saw their season ambitions derailed, they face their final month under Jurgen Klopp to mark the end of an eight-and-a-half-year reign at Anfield. This weekend they face Spurs in a must-win match to keep their dwindling title hopes alive.
Contact the writer of this story, Harry Ewing, at moc.l1735223633labto1735223633ofdlr1735223633owedi1735223633sni@g1735223633niwe.1735223633yrrah1735223633