Liverpool Football Club Scores Chinese Retail Partner
Liverpool FC has announced a new official retail partnership with All Star Partners (ASP) in China.
The new partnership aims to bring Chinese fans closer to the Reds with easier access to official retail merchandises via digital e-commerce marketplaces on the Chinese platforms Tmall, Douyin and JD.
The partnership will support Liverpool’s ambitions for further growth in China and the wider Asia-Pacific region. The club will work with ASP on product development, market expansion, e-commerce development and growing the club’s fan base in the market.
The team already has a wide following in China after decades of expanding support, and the new e-commerce shop-in-shop aims to combine Liverpool’s glory and history.
Mike Cox, senior vice-president of merchandising at Liverpool FC, said, “This is a huge moment for LFC to have a new official retail partner in China, and to do this working alongside ASP. Together, we can be closer to our Chinese supporters, who now have easier access to official club merchandise.
“This partnership is helping to further grow our digital global retail business. We’re looking forward to seeing what we can bring to the Chinese supporters and make them feel a part of the LFC family.”
Luo Bin, ASP Chief Executive Officer, added, “For us, it’s a great honour to be an official retail partner of Liverpool FC in China. The Liverpool spirit of unity inspired generations of Chinese fans, many of them can even sing the song You’ll Never Walk Alone. So, we believe they deserve the best.
“We will bring them more and more great LFC official products, and make sure they will have shopping experiences better than ever. We are very confident that the Reds lifestyle and spirit will keep inspiring more fans in China.”
