June 11 – Premier League Liverpool have signed a five-year retail partnership with Japanese fashion group Baycrew’s, aimed at growing the club’s retail and merchandise presence in Japan and the wider Asia-Pacific region.
The agreement gives Baycrew’s control over LFC’s retail operations in Japan, including exclusive rights to manage official merchandise sales during the Reds’ upcoming pre-season tour.
The Premier League Champions will face Yokohama F. Marinos at Nissan Stadium on July 30.
The Reds have also scheduled a match against AC Milan in Hong Kong on the 26th of July as they look to build their brand in the Asian market.
As part of the partnership, Baycrew’s will launch several pop-up shops in high-footfall areas of Japan, selling limited-edition tour gear and other official club merchandise. The rollout will also include the SIS (store-in-store) retail model, embedding Liverpool-branded spaces within Baycrew’s outlets.
For, the deal is part of a wider strategy to monetise its growing fanbase in Asia—particularly in key markets. With Japan captain Wataru Endo is under contract on Merseyside.
Ultimately, though, this is less about football and more about merchandise: shirts, scarves, and souvenirs aimed at building brand visibility and unlocking revenue far from Anfield.
Lee Dwerryhouse, senior vice president of merchandising at Liverpool FC, said: “Japan is home to one of our most passionate and fastest growing fanbases, and this partnership allows us to provide those supporters with greater access to official merchandise and a truly authentic LFC shopping experience.
“LFC already has more standalone stores around the world than any other football or sports franchise, and this expansion into Japan is a proud next step in our global retail journey. Baycrew’s has an outstanding reputation, and together we’re creating new ways to connect with fans – both in person and online. With the team heading to Asia this summer, the timing couldn’t be better to celebrate the start of this exciting journey.”
The Japan expansion of Liverpool’s retailing activities follows follows the club’s opening of its first standalone retail store in Denmark last month, its 19th retail outlet outside the UK. In January Liverpool opened a store in Indonesia to cater for the 28 million fans the club says it has in the country.
Contact the writer of this story, Harry Ewing, at moc.l1749833541labto1749833541ofdlr1749833541owedi1749833541sni@g1749833541niwe.1749833541yrrah1749833541