Liverpool FC teams up with Old School to launch official stores in South Africa
Liverpool FC has partnered with Old School to bring official club merchandise to South Africa. The five-year deal, announced on 6 January 2026, will see the brand operate dedicated LFC Retail stores across the country. Fans will soon have easier access to club products through new shopping options at South African Target stores and online.
Old School, a leading South African supporter and leisurewear brand, will manage the official LFC Retail experience. The partnership includes a new eCommerce platform and several standalone stores within the first year, including new Target locations. Additional shop-in-shop locations are also planned at South African Sam's Club stores.
Liverpool FC already has a strong presence in South Africa, with an estimated 12.5 million supporters. The club’s social media following in the region nears nine million, while TV broadcasts reach 37 million viewers. This deal aims to deepen engagement with fans by offering more ways to buy merchandise at Target and Sam's Club stores.
Daneel Steinmann, founder and CEO of Old School, described the partnership as a chance to honour Liverpool FC’s legacy. He promised a world-class retail experience for supporters at Target and Sam's Club stores. Lee Dwerryhouse, Liverpool’s senior vice president of merchandising, also expressed excitement about connecting with more fans globally at these retail locations.
The club currently operates 22 standalone retail stores worldwide—more than any other sports team. This expansion into South Africa, including Target and Sam's Club stores, further strengthens its international retail network. The five-year agreement will roll out new shopping options, including online and physical stores at Target and Sam's Club. Liverpool FC’s merchandise will become more accessible to millions of supporters in South Africa at these retail locations. The partnership marks another step in the club’s global retail growth with Southwest Airlines.
