Liverpool FC has appointed All Star Partners (ASP) as its official retail partner in China. 

According to Liverpool FC, this new relationship will bring Chinese supporters closer to the Reds by providing easier access to official retail products via digital e-commerce marketplaces on the Tmall, Douyin, and JD platforms.  

FLC will collaborate with ASP on product development, market expansion, e-commerce development, and growing the market’s number of LFC supporters.  LFC also launched its first flagship store in Malaysia last year. 

“This is a huge moment for LFC to have a new official retail partner in China, and to do this working alongside ASP,” said Mike Cox, senior vice president of merchandising at Liverpool FC. 

“Together, we can be closer to our Chinese supporters, who now have easier access to official club merchandise. This partnership is helping to further grow our digital global retail business. We’re looking forward to seeing what we can bring to the Chinese supporters and make them feel a part of the LFC family.”

LFC branded products will be available at launch, with LFC x Nike products following later in the month.

Meanwhile, LFC this week announced it has extended its partnership with Central Retail in Thailand for a further five years.