Liverpool expands retail footprint with Unisport deal

August 12 – Premier League Liverpool has begun a new partnership with football retailer Unisport to expand the club’s retail offering and increase access to official club merchandise.

Unisport will particularly target Norway, Denmark, Sweden, Germany, France, Netherlands, Belgium, Iceland, Finland and Austria, in a deal that covers both online retail and the opening of new stores and retail space.

Mike Cox, Senior Vice President, Merchandising, Liverpool FC, said: “Relationships like this are incredibly important to the club to ensure that we can bring LFC closer to all our supporters who are based across the world, not just at home in Liverpool. With a strong fan base in the Nordics and Central Europe, Unisport are an ideal retail partner to provide the LFC retail experience to our supporters in this region.”

Unisport is based in Denmark and has a strong footprint in Scandinavia, traditionally a hotbed of Liverpool support. Unisport has flagship stores in central Copenhagen and Paris, while also runs localised web-shops in Denmark, Sweden, Norway, Finland, Netherlands, Germany, France, and Austria.

Liverpool’s kit supplier is Nike which has expanded its Liverpool-branded ranges. Unisport is a Nike distributor. The partnership with Unisport will increase fans’ access to both LFC x Nike merchandise, as well as exclusive LFC branded merchandise.

Based in Copenhagen, Unisport has provided a premium service across Europe, for more than 25 years. Besides flagship stores in central Copenhagen and Paris, Unisport run localised web-shops in Denmark, Sweden, Norway, Finland, Netherlands, Germany, France, Austria.

Michael J. Burk, CEO of Unisport, said: “I’m extremely excited to bring the full Liverpool FC experience to the Unisport customers, providing the best shopping experience both digitally as well as physically to Reds supporters in Scandinavia and Central Europe.

“Liverpool FC has such an incredibly strong fan base in our region and this partnership will help deliver on our mission to make football dreams come true. A very warm welcome to the entire LFC family and all LFC supporters.”

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