LFC extends global reach by striking first retail partnership in South Korea

Hokeun Choi and Mike Cox

Liverpool FC’s quest for international growth has been boosted by the signing of its first retail partnership in South Korea.

Over the Pitch is a brand and creative design studio founded in 2014 that presents football culture in the country and collaborates with domestic and international clubs. The new partnership will bring fans in the market closer to the club and grow the developing fanbase.

Together LFC and Over the Pitch will collaborate on product development, market expansion, and growing the LFC fanbase in the market.

The launch will initially involve two new shop-in-shops located in Hongdae (Seoul) and Suwon selling Official LFC Merchandise. A standalone store is also planned to follow.

The move supports LFC’s ambitions growth in Asia following recent announcements regarding a new official retail partnership with All Star Partners (ASP) in China last year. It has helped bring Chinese fans closer to the Reds with easier access to official retail merchandise via digital e-commerce marketplaces on the Tmall, Douyin and JD platforms.

This was followed last month with the partnering with Swire Properties to bring a fully immersive celebration of the iconic Anfield experience to supporters across the Chinese mainland and Hong Kong.

Mike Cox, Senior Vice President Merchandising at Liverpool FC, said: “We’re thrilled to be partnering with Over the Pitch in South Korea, it’s an exciting opportunity for LFC Retail in a fast growing market.

“As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that.”

He added: “With their local knowledge we can give supporters easier access to official club merchandise. The instore experiences will feature LFC branding for supporters to feel a part of the LFC family and connect with what this club is about.”

Hokeun Choi, Creative Director and CEO of Over the Pitch, said: “We are more than excited to be partnering with such a huge club with a concrete fanbase in Korea while being the most symbolic and historical club in the world.

“We are definitely looking forward to our future plans and cannot wait to bring Korean fans closer to Liverpool FC with our abundant collaborating experience with different clubs and unique designs and branding.”