Liverpool are in advanced discussions to become the first Premier League club to open permanent retail stores in the United States, a move that could generate millions for owners Fenway Sports Group.
Advanced Talks Confirmed
Chief commercial officer Ben Latty told Sportico: "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."
Manchester City reportedly explored a similar venture two years ago with pop-up shops in New York City but have yet to establish a lasting presence. Paris Saint-Germain became the first European club to open a US store five years ago in Los Angeles, and now have three stores in the US, including their largest outside France in New York.
Expansion Strategy
Liverpool have recently opened stores in Bali and London, adding to existing locations in Denmark, Hong Kong, Indonesia, Ireland, Singapore, South Africa, and the UK. The club hopes to increase its current total of 26 stores to over 30 by the end of the season.
Latty added: "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, so yeah, we are working hard behind the scenes."
Commercial Success
Liverpool's most recent accounts for 2024-25 show commercial revenue of £324 million, trailing only Manchester City (£340 million) and Manchester United (£333 million) among Premier League clubs.
Chief executive Billy Hogan highlighted the US market's importance: "The US is a really important market from our perspective. A huge fan base here, over 26 million supporters of the club, which, I'm told, actually, the only US sports team that has more fans is the LA Lakers. So, a pretty good indication of the popularity of the club."
Hogan noted that the US is Liverpool's number one international retail market and that nearly 40 per cent of the club's partners are based there, making it "super-important" for future growth.
