Liverpool FC eye US retail empire to steal march on Premier League rivals
Liverpool FC are in talks to become the first Premier League football team to open a chain physical retail stores in the United States.
The 20-time English champions already have 26 bricks-and-mortar stores across the world, including in London, Hong Kong, Singapore, and South Africa, and want to grow to 40 by 2030.
The move would help Liverpool capitalise further on their status as one of the most recognisable brands in the sport, not least in the US where they are currently on a pre-season tour.
“Clearly, we’re not at the end of that because we haven’t opened anything or announced anything yet, but I’d say we are pretty advanced in terms of speaking to the right people,” Liverpool chief commercial officer Ben Latty told Sportico.
“We can’t expect our numbers to grow organically. We’ve got to work for them, and we’ve got to strategically put our investment where we think it’s going to return the highest revenue for us as a club. We are working hard behind the scenes.”
Liverpool seeking to tap 26m US fans
Liverpool’s commercial revenue, which includes retail sales as well as sponsorships, totalled £324m in the club’s most recent accounts, having grown by almost 50 per cent in four years.
Club chiefs estimate there are 26m Reds fans in the US, which accounts for a quarter of the club’s international sales, making it their top overseas retail market.
Paris Saint-Germain’s string of stores includes one in the US, on New York’s Fifth Avenue, while Manchester City have opened pop-up locations but no English club has yet established a permanent retail presence in North America.
Liverpool’s profile in the US has been helped by the growth in popularity of the Premier League and the club’s on-field success, such as winning the title in 2025.
The Merseyside outfit are also owned by Fenway Sports Group, the Boston-based multi-sport investor which also owns baseball’s Red Sox.