Liverpool FC has taken another stride in its journey towards international expansion by securing its first retail partnership in South Korea with Over the Pitch.

Under the agreement, Liverpool will collaborate with the brand on product development and market expansion, with the overall aim of growing the football club’s fanbase in the market.

The launch will kick off with two new shop-in-shops situated in Hongdae (Seoul) and Suwon, offering a range of official club merchandise. Additionally, plans are underway for a standalone store to be established in the near future.

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.”

This strategic move aligns with Liverpool’s overarching goals for expansion in Asia, complementing recent deals, such as the establishment of an official retail partnership with All Star Partners in China last year.

The deal with All Star Panthers improved accessibility to official merchandise for Chinese fans through digital e-commerce platforms such as Tmall, Douyin and JD, creating a stronger connection between the club and its fanbase in China.

In addition, last month, Liverpool further solidified its presence in Asia by partnering with Swire Properties to introduce a fully immersive celebration of the Anfield experience to fans across China and Hong Kong.

Mike Cox, SVP of Merchandising at Liverpool FC, commented: “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.

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

Global expansion has been a big talking point in Spanish football recently, after La Liga President Javier Tebas revealed plans to host league games in the US for the 2025/26 season.

Under these plans, Tebas projected that league games in North America would generate upwards for the league €200m, with each club to play one game per-season.

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