Key facts
- Liverpool FC is in discussions to become the first Premier League football team to open a chain of physical retail stores in the United States.
- The club already operates 26 physical stores globally and plans to expand to 40 by 2030.
- Liverpool's chief commercial officer, Ben Latty, confirmed advanced talks with relevant parties.
- The US represents Liverpool's largest overseas retail market, with an estimated 26 million fans.
- This expansion aims to increase the club's commercial revenue, which was £324 million in the most recent accounts.
Liverpool FC is reportedly in advanced discussions to establish a significant physical retail presence in the United States, a move that would mark the first time a Premier League club has opened a chain of stores in North America. The club, which already operates 26 stores globally, aims to increase this number to 40 by 2030.
Chief commercial officer Ben Latty indicated that the club is speaking with the appropriate individuals to facilitate this expansion. Liverpool views the US as a crucial market, estimating 26 million fans there and noting it as their top overseas retail market, contributing a quarter of their international sales. The club's commercial revenue, including retail, reached £324 million in its latest accounts, showing nearly 50% growth over four years.
This strategic investment is intended to drive further revenue growth, capitalizing on the increasing popularity of the Premier League and Liverpool's on-field successes. While other European clubs like Paris Saint-Germain have a US store and Manchester City has experimented with pop-ups, no English club has yet secured a permanent retail footprint in the region. Liverpool's ownership by Fenway Sports Group, which also owns the Boston Red Sox, may provide valuable insights into the US market.