Liverpool FC is planning to open standalone retail stores in the United States, a move following its recent preseason tour. The Premier League club aims to expand its global retail footprint significantly in the coming years.
Ben Latty, Liverpool's chief commercial officer, confirmed the discussions to Sportico. The club is evaluating store locations and whether to operate directly or through licensing partners.
Latty said the process is "pretty advanced" in engaging relevant parties. An exact timeline for store openings remains undefined, with no official announcements made.
The U.S. push supports Liverpool's ambition to reach 40 retail stores worldwide by 2030. The club currently operates 26 physical locations across international markets.
Those stores span Hong Kong, Singapore, Indonesia, South Africa, Denmark, Ireland and the United Kingdom. London and Bali saw new Liverpool store openings in May and June.
Establishing brick-and-mortar stores in the United States is uncommon for European soccer clubs. Paris Saint-Germain maintains a New York City store and Manchester City has used temporary pop-up shops, but no Premier League club is believed to have a permanent physical retail presence in America.
Merchandising ranks as Liverpool's second-largest commercial revenue stream after partnerships. Commercial activities generated $428 million for the club during the 2024-25 season — an increase of nearly 40 percent from $312 million three years prior. Only Manchester City and Manchester United reported higher commercial revenues among Premier League clubs.
Liverpool reported a Premier League-best total revenue of $929 million for the 2024-25 season. Matchday and broadcast revenues are substantial, but European financial fair play rules limit spending to earnings.
Maximizing "controllable revenue streams" like commercial sales is vital as player acquisition and team costs rise, Latty said. Revenue from competitions such as the Champions League also varies by performance and has shown signs of stagnation.
The United States presents a major opportunity for Liverpool, the world's fifth-most valuable soccer club at $5.74 billion, according to Sportico. The country is already the club's largest retail territory outside the U.K. accounting for 26 percent of international retail sales.
Club CEO Billy Hogan said in an interview posted on Liverpool's website that the club has 26 million fans in the United States. A domestic retail footprint would reduce shipping costs, speed deliveries and allow for better pricing for American customers.
