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Liverpool FC has officially announced its pioneering retail partnership in South Korea with Over the Pitch, a renowned soccer brand and creative studio. This groundbreaking collaboration is set to steer product development, market expansion, and fan base growth within the vibrant Korean market.
Launching Liverpool in Seoul and Suwon
Sportcal noted that the partnership starts with the opening of two new shops in the heart of Seoul, Hongdae and Suwon. These outlets will feature a wide range of official Liverpool FC merchandise, offering fans unprecedented access to their favorite soccer apparel and accessories.
Furthermore, plans are underway to open a standalone store, marking a significant milestone in Liverpool FC's commitment to establishing a solid presence in South Korea.
Mike Cox, senior vice president of merchandising at Liverpool FC, expressed his enthusiasm about entering the Korean market. He highlighted the importance of leveraging local insights through the partnership to enhance the availability of official club merchandise, thus fulfilling the desires of fans worldwide.
Liverpool's Asian Ambitions
According to Inside Retail, the venture is part of Liverpool FC's larger scheme to penetrate the Asian market more effectively. Following expanding its international presence, Liverpool sealed a partnership with China-based All-Star Partners in 2023.
This collaboration aimed to tap into digital e-commerce marketplaces such as Tmall, Douyin, and JD, enabling fans in China to easily access the club's merchandise. A recent deal with Swire Properties expanded their reach within China and Hong Kong, underscoring Liverpool FC's ambitions to grow its fanbase and market share in Asia.
The partnership with Over the Pitch signals a promising avenue for Liverpool FC to connect with its South Korean supporters by providing them an authentic slice of the Anfield experience, demonstrating the club's global appeal and commitment to engaging with fans worldwide.
Photo: Liverpool FC Newsroom
