Liverpool FC have deepened their footprint in Asia with the opening of a new standalone retail store in Hong Kong, capitalising on the club’s pre-season tour in the region.
More than 25,000 supporters attended an open training session in Hong Kong’s Kai Tak Sports park last week — a figure that eclipses the average group-stage attendance at the FIFA Club World Cup.
That interest translated into a packed house at the newly-opened stadium on Saturday, where almost 50,000 fans turned out to watch Liverpool face AC Milan in a pre-season clash. The Premier League Champions lost 4-2.
It marked the debut of club-record signing Florian Wirtz, who operated as the number nine in the first half.
The store launch, announced by club legend Sir Kenny Dalglish ahead of the match, coincides with a five-year extension of Liverpool’s partnership with All Star Partner (ASP), the club’s sports retail and e-commerce partner. Together, they aim to expand access to official Liverpool FC merchandise across Hong Kong and Mainland China.
The standalone store at Kai Tak Sports Park is part of a wider regional strategy that now includes nine bricks-and-mortar outlets, more than 100 shop-in-shops, multiple pop-ups, and dedicated ecommerce platforms throughout Asia.
Hong Kong remains central to this growth. The city boasts 1.2 million Liverpool fans and delivered a TV audience of 3.9 million during the 2023/24 season. The club also benefits from the support of three Official Liverpool Supporters Clubs in the region, making it the second-most supported European football club in Hong Kong.
“Asia continues to be one of our most important markets,” said Lee Dwerryhouse, senior vice president of merchandising at Liverpool FC. “With over 140 LFC retail outlets and nearly one-third of our international retail sales coming from the region, we’re proud to work alongside All Star Partner to deliver an experience to LFC fans that is locally accessible, premium and authentic.”
Insideworldfootball.com
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