Liverpool Targets International Sales

Liverpool FC has renewed its official retail partnership in Dubai with Seventy8 Sports.

The two organisations have described the collaboration as an opportunity to ‘strengthen Liverpool FC’s commercial presence in the Middle East and Africa.’

Seventy8 Sports – a retailer and distribution company – is now in its third term with Liverpool as a retail partner and has recently signed up to a new joint venture in the region with EIGHTClouds private equity firm.

Mike Cox, Senior Vice-President, Merchandising at Liverpool FC, said, “We’re thrilled with this new partnership and delighted to renew with Seventy8 Sports for a third term. The addition of EIGHTClouds will help to strengthen our outreach in new territories.

“We have an incredible fan base all over the world and we’re always trying to bring our retail concepts globally. Working with partners in-market is a great way to do this and bring our retail concepts to them locally.”

This partnership’s growth will include retail concepts in-market for in-store and online. The new stores will mirror the remodelling of the new L1 store in Liverpool, as LFC rolls out the retail experience to match the UK.

Craig McKelvie, CEO of Seventy8 Sports, added, “I am super-excited to be signing this new five-year deal with Liverpool FC, and at the same time to be partnering with EIGHTClouds Private Equity to accelerate the growth of Seventy8 Sports.

“We will work closely together to develop retail, e-commerce, and wholesale opportunities across the GCC to achieve our mission of bringing Liverpool fans closer to their icons. These new deals are a testament to the teamwork of all those involved and the incredible passion and support of Liverpool fans across the GCC region. YNWA!”