In a strategic move set to redefine football retail across the continent, Premier League giants Liverpool Football Club have announced a groundbreaking, long-term retail partnership with leading South African lifestyle brand Old School. The deal marks one of the most significant commercial forays by a top European club directly into the African market, aiming to cater to the club’s massive and passionate fan base on the continent.
The multi-year agreement will see Old School become the official retail partner for Liverpool FC across Sub-Saharan Africa. The collaboration will focus on designing, producing, and distributing an exclusive range of Liverpool FC lifestyle and leisurewear, distinct from the club’s existing global Nike matchday and training kit range. This new collection, set to launch in the latter half of 2026, will include apparel, footwear, and accessories that blend Liverpool’s iconic imagery with Old School’s renowned local design sensibility and understanding of African consumer trends.
For Liverpool FC, the partnership is a direct channel to one of its most important international territories. Africa has long been a bastion of support for the club, with countless fan clubs and a deep historical connection dating back to the iconic teams of the 1970s and 80s. Billy Hogan, Liverpool FC’s Chief Executive Officer, emphasized the strategic importance: “Our supporters in Africa are incredibly passionate and loyal. This partnership with Old School allows us to engage with them in a more meaningful and localized way. It’s not just about bringing existing products to market; it’s about co-creating something new that resonates with the style and spirit of our African supporters.”
Old School, founded in 2008, has built a formidable reputation in Southern Africa for its premium quality, vintage-inspired athletic and casual wear. The brand’s alignment with Liverpool FC’s global prestige represents a major coup. “This is more than a licensing deal; it’s a fusion of two cultures with a shared appreciation for heritage, authenticity, and excellence,” said Old School founder and CEO, Lwandile Gcabo. “We understand the African market intimately—the fit, the fabrics, the climate, and the style. We will imbue the Liverpool crest with a distinctly African flair, creating products that fans will be proud to wear both on matchday and in their daily lives.”
The partnership includes plans for a robust digital commerce strategy and the potential for dedicated Liverpool FC-Old School retail spaces or shop-in-shop concepts across key African cities. Industry analysts highlight the deal’s significance. “European clubs have traditionally viewed Africa primarily as a source of playing talent and broadcast revenue,” noted Siya Miti, a sports business analyst based in Cape Town. “This partnership signals a maturation, treating the African fan as a core consumer deserving of locally tailored products and engagement. It’s a smart move by Liverpool to leverage a trusted local brand to deepen its connection and compete more effectively in a market with huge growth potential.”
The deal also underscores the growing commercial power of South African brands on the global stage and sets a potential blueprint for other European clubs looking to strengthen their foothold in Africa. As the first collections go into development, millions of African supporters are now waiting for the chance to wear their Liverpool colours, reimagined through a proudly African lens.
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