Liverpool FC & BAYCREW’S: New 5-Year Retail Deal
- Liverpool Football Club (LFC) is expanding its retail presence in Japan through a new, long-term collaboration with BAYCREW'S, a Japanese fashion and lifestyle company.
- BAYCREW'S will manage LFC's retail operations across online and physical stores.
- LFC currently leads all sports teams with 19 freestanding retail locations worldwide.
Liverpool FC kicks off a five-year retail deal with BAYCREW’S, substantially expanding its presence in Japan. This strategic alliance aims to amplify the retail experience for the club’s massive fanbase, with over 4.6 million strong in the region. The partnership encompasses online adn offline retail, promising shop-in-shops, pop-up stores and the creation of LFC’s first standalone retail outlet in Japan. BAYCREW’S will be instrumental in managing retail operations, including tour apparel for LFC’s preseason visit. This deal highlights the Reds’ dedication to their global brand strategy and meeting fan demand.For details like this,and much more,check out complete coverage via News Directory 3. Discover what’s next as Liverpool FC and BAYCREW’S redefine the retail landscape for fans.
Liverpool FC Boosts Retail Role in Japan with BAYCREW’S Deal
Updated June 11, 2025
Liverpool Football Club (LFC) is expanding its retail presence in Japan through a new, long-term collaboration with BAYCREW’S, a Japanese fashion and lifestyle company. The Premier league club’s five-year agreement aims to enhance the official LFC retail experience for its growing fanbase.
BAYCREW’S will manage LFC’s retail operations across online and physical stores. Plans include opening several shop-in-shops throughout Japan in the first year. The partnership also envisions the construction of LFC’s first official standalone retail outlet in the country.
LFC currently leads all sports teams with 19 freestanding retail locations worldwide. This new venture underscores the club’s commitment to meeting the rising demand for merchandise among its Japanese supporters. The club’s retail presence is a key component of its global brand strategy.
BAYCREW’S will also operate the tour retail for LFC’s preseason visit to japan. The team, managed by Arne Slot, will play Yokohama F. Marinos at Nissan Stadium on July 30. Before that, LFC will face AC Milan in Hong Kong on July 26.
In addition to the shop-in-shops, LFC plans to launch pop-up stores in strategic locations across Japan. These stores will offer fans limited-edition tour apparel and official retail items.
With more than 4.6 million fans in Japan, LFC boasts the largest fanbase of any Premier League team in the nation. Between 2023 and 2024, LFC’s Japanese fanbase more than quadrupled. During the 2023-24 season, 1.6 million people in Japan watched LFC games on television,making them the most-watched European team in the country.
“We’re thrilled to welcome BAYCREW’S to the LFC retail family,” said Lee Dwerryhouse, senior VP of merchandising at LFC.”Japan is home to one of our most passionate and fastest-growing fan bases, and this partnership allows us to provide those supporters with greater access to official merchandise and a truly authentic LFC shopping experience.”
Masayoshi Komine, senior executive VP of BAYCREW’S Co. Ltd, said, “We are truly honored to announce our partnership with LFC, a club with a proud and historic legacy in world football. By sharing common values and passion, we look forward to accelerating our global ambitions together.”
What’s next
The partnership between Liverpool FC and BAYCREW’S is set to roll out in the coming months, with the opening of shop-in-shops and pop-up stores planned to coincide with LFC’s preseason tour. Fans can expect a wider range of official merchandise and enhanced retail experiences both online and in person.