Liverpool Football Club welcomes BAYCREW S to become a brand new retail partner

Liverpool, UK - Media OutReach Newswire - June 10, 2025 - Liverpool Football Club has entered into a new long-term retail partnership with Japan's leading fashion and lifestyle company BAYCREW 'S to expand the club's retail landscape in the region.

As part of the five-year agreement, BAYCREW 'S will provide an official Liverpool retail experience through online and offline channels, and will open multiple store-in-store (SIS) across Japan in the first year, and currently plans to open Japan's first official independent Liverpool retail store.

Liverpool is leading the world in retail operations, with 19 independent retail stores worldwide, more than any other sports team – including top European football clubs and major professional league teams in the United States.

This collaboration will also make BAYCREW 'S the official touring retail operator for Liverpool's ready pre-season tour Japan stop (the Reds will play Yokohama Mariners at Nissan Stadium on July 30). Arn Slott's team will also visit Hong Kong on July 26 against AC Milan. In addition to launching SIS, BAYCREW 'S will also open several Liverpool pop-up stores in major locations in Japan, giving fans the opportunity to buy limited edition tour merchandise and official retail products.

Liverpool has more than 4.6 million fans in Japan - surpassing any other Premier League club. The collaboration marks an important step for the club to meet the growing demands of fans. Liverpool's number of fans in Japan has more than doubled between 2023 and 2024, and became the highest-rated European team in Japan in the 23/24 season, with a TV audience of 1.6 million.

Lee Dwerryhouse, Senior Vice President of Commodity Sales at Liverpool Football Club, said: "We welcome BAYCREW 'S to join the Liverpool retail family. Japan is one of our most enthusiastic and fastest-growing fan groups, and this collaboration allows us to provide these fans with more opportunities to buy official merchandise and a true Liverpool shopping experience. "

"Liverpool has more independent stores around the world than any other football club or professional league team, and this expansion to Japan is an important step in our global retail journey. BAYCREW 'S With a reputation of excellence, we will work together to create new ways to connect with our fans – face to face or online. With the team heading to Asia this summer, it is the perfect time to celebrate this exciting journey. Masayoshi Komine, Senior Executive Vice President, BAYCREW 'S Co., Ltd., said: "We are very honored to announce our partnership with Liverpool, a football club with an impressive historical heritage in the world football world. By sharing common values ​​and passion, we look forward to jointly accelerating our global ambitions. Stay tuned. "

BAYCREW 'S, founded in 1977, is a well-known Japanese fashion and lifestyle company with over 70 brands and 400 There are many stores, and their products cover areas such as fashion, food, fitness and interior design.

About Liverpool Football Club

Liverpool Football Club was founded in 1892 and is one of the oldest and most famous football clubs in the world, winning 20 league championships, including Premier League championships, 8 FA Cup championships, 10 League Cup championships, 6 European Cup championships, 3 League Cup championships, 4 European Super Cup championships, 16 Charity Shield Cup championships, 2 Women's Super League championships and 1 Women's Championship championship.

As a socially responsible football club, Liverpool Football Club is proud of the work it has done through the award-winning The Red Way, which is always committed to creating a better future for the people, the planet and the community. This includes efforts to improve the sustainability of the football club-wide, enhance equality, diversity and inclusion in all areas, and create life-changing opportunities for children and young people in Merseyside and beyond through its official charity LFC Foundation.

About BAYCREW’S

BAYCREW 'S Founded in 1977, it is a Japanese lifestyle company dedicated to improving the quality of daily life through fashion, food, health and household goods. Operating over 70 brands and over 400 stores across Japan, the company offers a curated experience that brings joy and inspiration to everyday life.