09/01/2026
Mzansi Company Struck A Deal With The Most Supported Premier League Club In RSA
One of South Africa's leading supporters and leisurewear brands, Old School, has sealed a long-term deal with Liverpool FC,
"As part of the five-year agreement, Old School will deliver the official LFC Retail experience through online and offline channels, launching e-commerce and multiple shop-in-shops across South Africa in the first year," a club statement read.
"Plans are also in place to open multiple official standalone LFC Retail stores in the country, bringing the club even closer to its passionate local fan base.
"With 12.5 million LFC supporters in South Africa โ more than any other Premier League club โ alongside 8.9 million social followers and 37 million cumulative TV viewers last season, the partnership marks a significant step in establishing a new physical retail footprint for the club to meet growing fan demand across the region."
Daneel Steinmann, founder and CEO at Old School, said: "This partnership with Liverpool FC marks an important milestone for Old School. The club's heritage, identity and strong connection with supporters reflect many of the principles that have shaped our business from the very beginning.
"We've always believed that fans deserve merchandise that carries meaning as well as quality and bringing the official LFC Retail experience to South Africa is a responsibility we're proud to take on. Our focus is on respecting the club's legacy while delivering a world-class retail experience for the millions of Liverpool FC supporters across the region."
Launched in 2019 by two brothers from their university dorm room, Old School has quickly become a leading retail brand, providing high-quality custom merchandise, leisurewear and retro kits for football and rugby fans.