NewsLFC and Unisport expand partnership with new official retail stores in Denmark and Norway
This expansion – the first standalone LFC Retail stores in Scandinavia – comes as part of the club’s renewed five-year partnership with Unisport, Europe’s leading football retail specialist and social media-powered online football retailer.
The Denmark and Norway openings will bring the club’s total number of retail locations to 20 globally, reflecting its commitment to connecting with its passionate fan base around the world.
The Scandinavian region is home to a passionate and engaged Reds fan base, and across Europe the club boasts 56.4 million followers, a cumulative TV audience of 238.6 million for the 2023-24 season, and 155 Official Supporters Clubs.
The new stores in Copenhagen and Oslo will provide a dedicated space for these fans to access official LFC merchandise, club-branded apparel and exclusive products.
Lee Dwerryhouse, senior vice-president, merchandising at LFC, said: “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.
“The launch of the new LFC official retail stores in Denmark and Norway will further strengthen our presence in Scandinavia, offering Liverpool fans an authentic club retail experience.”
Michael Burk, CEO of Unisport, added: “We’re thrilled to continue our partnership with Liverpool FC, providing Unisport customers across Scandinavia and Central Europe with an unmatched shopping experience.
“This collaboration allows us to continue to offer Liverpool supporters the best in football gear, both online and in-store, while reinforcing our bond with the dedicated LFC fan base in the region.
“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.”