Roger Hampel
Photo Credit: Liverpool FC
Liverpool FC is set to expand its international retail footprint with the opening of two new official retail stores in Denmark and Norway, marking the club’s first standalone stores in Scandinavia. This move comes as part of an extended five-year partnership with Unisport, a leading football retail specialist in Europe.
Strengthening Liverpool FC’s Brand in Scandinavia
With a strong and engaged fanbase in Scandinavia, the new retail locations in Copenhagen and Oslo are designed to enhance the accessibility of official LFC merchandise. The expansion aligns with Liverpool’s global retail strategy, which now includes 20 retail locations worldwide.
The club’s Scandinavian fanbase is part of a larger European following of 56.4 million fans, with a cumulative TV audience of 238.6 million for the 2023/24 season and 155 Official Supporters Clubs. By opening physical retail stores in key markets, Liverpool FC aims to strengthen fan engagement and deliver an authentic club experience beyond matchday.
Strategic Retail Growth with Unisport Liverpool FC Unisport
Unisport, known for its strong online presence and football-focused retail strategy, plays a critical role in Liverpool’s expansion into Scandinavia and Central Europe.
Lee Dwerryhouse, Senior Vice-President of Merchandising at Liverpool FC, highlighted the importance of the collaboration:
“We’re excited to continue our successful partnership with Unisport, who are a key player in delivering the LFC retail experience to our supporters in Scandinavia and Central Europe. Our global fan base is incredibly important to us, and this collaboration ensures that we can bring LFC closer to our supporters, no matter where they are located.”
Michael Burk, CEO of Unisport, emphasized the alignment between Unisport’s vision and Liverpool FC’s brand:
“We’re thrilled to continue our partnership with Liverpool FC, providing Unisport customers across Scandinavia and Central Europe with an unmatched shopping experience. With Unisport’s vision to spread joy through the power of football, we’re confident this partnership will continue to inspire fans, and we look forward to being part of even more memorable moments for Liverpool FC fans as we continue to grow together.”
The Scandinavian expansion is a continuation of Liverpool FC’s international retail growth, with official stores already present in key markets across Asia, the Middle East, and North America. By expanding into new territories, the club is positioning itself as a global retail powerhouse, allowing fans worldwide to access official merchandise, exclusive club-branded apparel, and limited-edition collections.
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