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Liverpool are winning more than just football matches. They’ve now scored a record off the pitch too, becoming the sports team with the most standalone retail stores in the world.
That’s not just in football — it’s across all sports. From England to Denmark, the Reds are everywhere… and they’re not stopping anytime soon.
Fresh off a strong season that saw them lift the Premier League trophy again, Liverpool’s growth off the field is starting to match their glory on it.
Their latest move? Opening store number 19 in Copenhagen — a city with deep roots in the club’s history, thanks to legends like Daniel Agger and the long-time partnership with Carlsberg.
Agger himself was there to cut the ribbon, making sure fans in Denmark felt right at home. And this isn’t just a one-off. More stores are on the way, including plans for an expansion into the United States.
Scandinavia has always loved Liverpool — and the numbers prove it. Over 2 million fans across the region, nearly 23 million TV viewers for the 2023-24 season, and four official fan clubs make it clear: the Reds aren’t just England’s team. They’re a worldwide phenomenon.
“We’re excited to open our first standalone LFC retail store in Scandinavia,” said Lee Dwerryhouse, Liverpool’s senior VP of merchandising. “This launch is a significant step in bringing the LFC experience closer to our supporters.”
That fan-first focus is paying off. The club pulled in a record £308 million in commercial revenue for the 2023/24 season.
That number wasn’t just earned on the pitch — it came from partnerships, merchandise, and branding done right.
Chief commercial officer Ben Latty said, “I want Liverpool to be the most impactful partnerships platform in sports and entertainment. That’s what we’re working towards.”
From the Kop to Copenhagen, Liverpool’s game plan is clear — build, connect, grow. And if trophies follow the storefronts, fans won’t be complaining.
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Vishal Bhawani is a sub-editor for the Affiliate Content team and a writer and sub-editor for the Football Wires team at The Sporting News. Based in Indore, India, he holds a Diploma in Operations and Management from Maharashtra University.
Before joining TSN in May 2024, Vishal contributed to Football Express and Six Sports and ran his own blog, Anfield Home, as a passionate Liverpool fan. An avid traveler, he follows multiple sports, including cricket, soccer, and tennis.
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