Old School Signs Landmark Deal to Bring Official Liverpool FC Retail Stores to South Africa

Old School Signs Landmark Deal to Bring Official Liverpool FC Retail Stores to South Africa. South African retail brand Old School has entered into a five-year agreement to deliver the official Liverpool FC retail experience across South Africa, marking a major expansion of the English club’s physical and digital presence in the country.

The partnership will see Old School roll out both online and offline retail channels, including a new dedicated e-commerce platform and multiple shop-in-shop locations within the first year of the agreement. Plans are also in place to open several official standalone Liverpool FC Retail stores, aimed at making club merchandise more accessible to supporters nationwide.

South Africa represents one of Liverpool FC’s strongest global markets. The club has an estimated 12.5 million supporters in the country, more than any other Premier League team, alongside 8.9 million social media followers and a cumulative television audience of 37 million viewers during the previous season. The new retail strategy is designed to meet rising demand for official merchandise by establishing a permanent local footprint.

The agreement follows a record-breaking year for LFC Retail globally, driven by high demand for kits and merchandise and the opening of new stores in several international markets. Liverpool FC currently operates 22 standalone retail stores worldwide, the highest number for any sports team globally.

Senior vice-president of merchandising at Liverpool FC, Lee Dwerryhouse, said the club was pleased to partner with Old School, citing the company’s experience in supporter merchandise and understanding of South African sporting culture. He added that the partnership supports the club’s continued retail growth and strengthens its connection with fans.

Old School founder and chief executive Daneel Steinmann described the partnership as a significant milestone for the business. He said the company’s values align with Liverpool FC’s heritage and strong supporter identity, and that Old School is committed to delivering a high-quality retail experience while respecting the club’s legacy.

Founded in 2019 by two brothers operating from a university residence, Old School has grown into a recognised retail brand supplying custom merchandise, leisurewear and retro kits for football and rugby supporters. The Liverpool FC agreement represents the company’s most significant collaboration to date and positions it at the centre of official club retail in South Africa.