South African leisurewear brand Old School has entered into a landmark long-term retail partnership with Liverpool Football Club, a move that signals a major shift in how global football brands are embedding themselves in African markets.
Founded in 2019 with a rugby ethos by brothers Daneel and Stef Steinmann in a Stellenbosch university dorm room, Old School has grown into one of South Africa’s most recognisable leisurewear and supporter merchandise brands. Known for its high-quality custom apparel and retro-inspired kits for rugby and most recently soccer fans, the brand has built a loyal following by seeking out what local supporters actually want to wear.
Under a five-year agreement, Old School will be responsible for launching Liverpool FC’s first standalone retail stores on the African continent. The partnership will roll out across both online and physical channels, beginning with an official LFC e-commerce platform and multiple shop-in-shop experiences across South Africa within the first year.
South Africa is home to an estimated 12.5 million Liverpool FC supporters, more than any other Premier League club, alongside nearly 9 million social media followers and 37 million cumulative TV viewers last season. According to www.liverpoolfc.com news, plans are already in place to open several standalone official LFC retail stores in South Africa, a move that brings the club closer to one of its most passionate supporter bases worldwide.
For Liverpool FC, the partnership represents more than just retail expansion. According to Lee Dwerryhouse, senior vice-president of merchandising at the club, the collaboration marks a strategic step in establishing a physical retail footprint in Africa for the first time.
Old School’s deemed understanding of South African sporting culture, combined with its experience in supporter merchandise, positioned the brand as a natural fit to deliver the official LFC retail experience in the region.
For Old School, the deal is a defining milestone. CEO Daneel Steinmann has emphasised that Liverpool FC’s heritage, identity, and strong relationship with its supporters mirror the values that shaped Old School from the beginning.
The brand’s focus, he says, is on honouring the club’s legacy while delivering a world-class retail experience that feels meaningful, not mass-produced, for millions of local fans.
At its core, this partnership reflects a broader shift: global sports institutions recognising that Africa is not just a fan base but a ripe market for exploit, one that’s clearly open to intentional relations, cultural exploration, and physical presence.
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