Shorts: Liverpool, Chicago Bears, Two Circles

Liverpool FC has teamed up with brand and creative design studio Over the Pitch, marking the club’s first retail partnership in South Korea. 

The new agreement will see the opening of two new retail stores selling licensed team merchandise, which will be located in Seoul and Suwon.

Over the Pitch will aim to develop Liverpool’s fanbase across the East Asian country, as the Premier League giants target further international expansion.

Liverpool has identified Asia as a key market for commercial growth, having revealed an agreement with Swire Properties last month to bring a ‘Welcome to Anfield’ immersive experience to three shopping centres in Hong Kong. 

Last year, the club struck a retail partnership with All Star Partners (ATP) in China, allowing fans to purchase merchandise from e-commerce marketplaces on the Tmall, Douyin and JD.

Mike Cox, SVP of Merchandising at Liverpool, said, “As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that.

“With their local knowledge we can give supporters easier access to official club merchandise. The in-store experiences will feature LFC branding for supporters to feel a part of the LFC family and connect with what this club is about.”

The Chicago Bears have launched a new flag football league in Manchester for girls aged between 12-14.

The inaugural season of the Chicago Bears NFL Girls Flag Football League will feature ten teams competing in two conferences, culminating in a final Championship Event on 22nd May.

The winners will be invited to see the Bears play at Tottenham Hotspur Stadium later this year.

This marks the franchise’s second UK-based flag football league for young girls in the same age bracket.

Since joining the NFL’s Global Markets programme in 2022, the Bears launched an all-girls flag league in London last year, in collaboration with the New York Jets. This year, the league saw its number of participants double, increasing from 120 up to 260.

The Chicago Bears said, “We are thrilled to be back in Manchester having brought our Mini Monsters Tour here in 2022 and 2023. The new league will provide young girls from all backgrounds with an introduction to the sport. 

“To see the enthusiasm and engagement for American Football is incredible, and we are excited for the opportunity this new league will bring, especially ahead of the Bears playing a game in London later this year.”

Two Circles has penned a five-year strategic partnership with Italian football giants Juventus.

The London-based agency will leverage its data-driven expertise and insight in order to help the Old Lady bolster its commercial partnership portfolio.

A dedicated team will be tasked with maximising the club’s existing partnerships while seeking to find new opportunities.

Leo Thompson, President of Rights Management at Two Circles, said, “Juventus is a club with such a rich heritage and a brilliantly passionate and loyal global fanbase. This partnership offers a unique opportunity to leverage our full suite of capabilities to drive the club’s commercial programme forward.

“We are excited to work alongside Juventus to develop new, innovative commercial strategies that engage fans across the globe and build meaningful partnerships that support the club’s continued growth.”

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