Liverpool FC (LFC) has scored big in South Korea with its latest retail partnership with Over the Pitch, a soccer brand and design studio. This collaboration marks Liverpool’s first foray into the South Korean market.
The initial phase of the partnership will see the introduction of two dedicated retail spaces in key locations, Hongdae (Seoul) and Suwon, offering a wide range of official LFC merchandise. Plans for an additional standalone store are also in the pipeline.
“We have ambitious plans to grow our international presence in key markets, and this partnership is an ideal way of doing that,” said Mike Cox, Senior Vice President of Merchandising at LFC. ”With their local knowledge, we can give supporters easier access to official club merchandise.”
The move underscores Liverpool’s strategic approach to global expansion, particularly in Asia. It follows previous initiatives such as the partnership with China-based sports e-commerce and licensing company All Star Partners in 2023, providing fans access to official club merchandise through digital platforms like Tmall and JD. Additionally, last month saw LFC sealing a deal with Swire Properties in China and Hong Kong, further solidifying its foothold in the region.
