Fast-growing South African brand scores major deal with Liverpool FC

Liverpool Football Club (LFC) has announced a five-year retail partnership with South African apparel brand Old School.

The deal will see Old School launch the current English Premier League champions’ first standalone stores in South Africa.

“As part of the five-year agreement, Old School will deliver the official LFC Retail experience through online and offline channels, launching e-commerce and multiple shop-in-shops across South Africa in the first year,” the club said in a statement.

“Plans are also in place to open multiple official standalone LFC Retail stores in the country, bringing the club even closer to its passionate local fan base.”

Only in its seventh year of business, the apparel brand was founded in Stellenbosch, Western Cape, by brothers Daneel and Stef Steinman, who, while at university, were searching for “the perfect vintage South African rugby jersey”.

The two soon realised that they were onto something after a social media post attracted the attention of thousands, and they set to work to build what has become one of the biggest supporter apparel brands in the country.

Starting with Springbok merchandise, Old School has since also partnered with other sporting teams such as Bafana Bafana, Orlando Pirates, Kaizer Chiefs, as well as former UFC Middleweight Champion Dricus du Plessis.

“This partnership with Liverpool FC marks an important milestone for Old School,” said Old School CEO Daneel Steinman.

“We’ve always believed that fans deserve merchandise that carries meaning as well as quality, and bringing the official LFC Retail experience to South Africa is a responsibility we’re proud to take on.”

Liverpool’s partnership with the brand follows what it says has been a record-breaking year for its retail presence globally.

“We’re thrilled to welcome Old School to the LFC Retail family,” said Lee Dwerryhouse, senior vice-president of merchandising at LFC.

“Old School’s expertise in supporter merchandise and their understanding of South African sporting culture make them the right partner to bring LFC standalone stores and shop-in-shop locations to Africa for the first time.”

Dwerryhouse added that the partnership is a significant step in the club’s continued growth, enabling it to connect with more fans worldwide and deliver the best possible experience.

Old School apparel