October 14 – Liverpool have opened a new store in Shenzhen (population 18 million), with former Reds star Steve McManaman flying in for the launch.
This flagship store is the club’s first in mainland China and part of a growing network of physical outlets across Asia.
Over the course of this year, Liverpool have been building stores across Asia, adding to a footprint that already includes locations in Singapore, Bangkok, and Jakarta.
Asia, and China in particular, is a battleground for loyalty. With an estimated 45 million fans in China alone, six official supporters’ clubs, and a 37.5 million-strong TV audience last season, the region represents a sizeable source of income.
Inside the new store, the design mirrors Liverpool’s industrial heritage, merging it with Shenzhen’s slick modernism. The partnership with local distributor All Star Partner (ASP) ensures products reach fans both on-site and online.
Lee Dwerryhouse, LFC’s senior vice-president of merchandising, called the store “a hub for supporters in Shenzhen and the surrounding area.”