Liverpool F.C. Is poised for a major commercial push in the United States, with advanced talks underway to open permanent retail stores across the country. The club’s chief commercial officer, Ben Latty, confirmed the strategic move. Last season, Liverpool finished 5th in the Premier League with 60 points, scoring 63 goals and conceding 53, ending 25 points behind leaders Arsenal.
Liverpool F.C. Is targeting the US market after Paris Saint-Germain’s success with physical stores in Los Angeles, Miami, and New York. Latty revealed the club is “pretty advanced” in negotiations, aiming to surpass 30 retail outlets by the end of this season. The US is Liverpool’s top international retail market, with over 26 million supporters-second only to the LA Lakers in popularity.
Why the US matters for Liverpool F.C.
Chief executive Billy Hogan emphasised the US’s importance, noting the club’s strong fanbase and media presence. Liverpool is the second-most-watched European team in the US, with nearly 40% of its commercial partners based there. The move aligns with the club’s £324m commercial revenue in 2024-25, trailing only Manchester City and Manchester United in the Premier League.
Latty stressed the need for strategic investment, stating, “We can’t expect our numbers to grow organically.” The club has recently opened stores in Bali and London, adding to its existing network in Denmark, Hong Kong, and Singapore. With pre-season tours and fan engagement at the forefront, Liverpool aims to solidify its global footprint.
The retail expansion reflects Liverpool’s commitment to long-term growth, especially as the new Premier League season approaches. After a mixed 2025 campaign-finishing fifth with a recent form of DLDLW-the club is focused on strengthening its commercial and fan engagement strategies. The US market, with its massive potential, is a key part of that vision.
