Liverpool are said to be in advanced talks to open permanent retail stores in the United States. No Premier League club has yet to launch any physical shops Stateside, with Manchester City coming closest, but only previously running pop-ups.
Paris Saint-Germain are the pioneers in this regard across European football, opening their first store in Los Angeles five years ago and have since opened two more in Miami and New York City. The latter is their largest outside of France.
PSG even expanded their presence on Fifth Avenue within 18 months. Liverpool now appear next in line to make the move.
• Liverpool handed Bradley Barcola transfer boost as PSG strike contingency plan
• Liverpool transfer need brutally exposed as Leeds stun Andoni Iraola – 5 talking points
Liverpool’s chief commercial officer Ben Latty told Sportico of Liverpool’s ongoing discussions: “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.”
Liverpool have launched stores in Bali and London in recent months, with existing outlets already operating in Denmark, Hong Kong, Indonesia, Ireland, Singapore, South Africa and the United Kingdom.
The club’s chief commercial officer is reportedly hopeful that their current tally of 26 stores will surpass 30 before the end of this 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.”
Liverpool chief executive Billy Hogan spoke earlier this summer about the United States’ importance -Credit:John Powell, Liverpool FC via Getty Images
Liverpool’s most recent accounts, filed for the 2024-25 campaign, reveal that their commercial income stood at £324million. Only City (£340million) and Manchester United (£333million) posted higher figures amongst Premier League sides.
Speaking while part of this summer’s fortnight-long pre-season tour, where the squad was stationed in Chicago, chief executive Billy Hogan said: “The US is a really important market from our perspective.
FOLLOW OUR LIVERPOOL FB PAGE!Latest Reds news and more on our dedicated Facebook page
“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.
“It’s our number one international retail market. We are the number two most-watched team in European football here in the US. So, the team is incredibly popular.
“It’s an important market from our perspective. (Almost 40 per cent) of our partners are here. And so, all of that kind of comes together to make it a super-important market from our perspective.”
Join our new WhatsApp community and receive your daily dose of MirrorFootball content. We also treat our community members to special offers, promotions, and adverts from us and our partners. If you don’t like our community, you can check out any time you like. If you’re curious, you can read our Privacy Notice.