Liverpool FC partner with All Star Partners for official retail partnership in China

Their mission is to help and support brands to get involved in the booming Chinese market.

Working together, this new partnership will bring Chinese fans closer to the Reds with easier access to official retail merchandise via digital ecommerce marketplaces on the Tmall, Douyin and JD platforms.

This partnership will support LFC's ambitions for growth in China and the wider Asia-Pacific region. The club will collaborate with ASP on product development, market expansion, e-commerce development and growing the LFC fanbase in the market.

LFC already has a wide fan base in China linked to the 1989-90 season where local TV channels aired the highlights of the FA Cup final attracting Chinese fans to the club. The decades of support have continued to expand and the new e-commerce shop-in-shop will combine LFC's glory and history to the Chinese vibrant consumer market.

Mike Cox, Senior Vice President Merchandising at Liverpool FC, said, "This is a huge moment for LFC to have a new official retail partner in China, and to do this working alongside ASP. 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".

Luo Bin, CEO of ASP, said: "For us, it's a great honor to be an official retail partner of Liverpool FC in China. The Liverpool spirit of unity inspired generations of Chinese fans, many of them can even sing the song 'You'll Never Walk Alone'. So, we believe they deserve the best.

"We will bring them more and more great LFC official products, and make sure they will have shopping experiences better than ever. We are very confident that the Reds lifestyle and spirit will keep inspiring more fans in China."

A collection of LFC label product will be available at launch, with LFC x Nike product to follow later in the month.

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Liverpool Football Club

• Founded in 1892, Liverpool FC is one of the world's most historic and famous football clubs, having won 19 League Titles, including the Premier League, seven FA Cups, eight League Cups, six European Cups, three UEFA Cups, four European Super Cups and 15 Charity Shields.
• As a socially responsible Club, Liverpool FC is proud of its heritage and plays a proactive role in its communities through its official charity, Liverpool FC Foundation, which aims to create life changing opportunities for children and young people in Merseyside and beyond, and the Red Neighbours programme, which creates events and experiences specifically aimed at improving the lives of those living in and around the Anfield area (L4, L5 and L6).