Premier League : Liverpool FC opens online store in Japan, New Balance deal extended

Premier League’s number 1 team on the point table, Liverpool FC has extended deal with the existing kit partners New Balance for two more months. Liverpool has declared in an official statement that it has mutually agreed between the parties i.e the club, New Balance, and the incoming kit supplier Nike that the deal, which was due to come to an end on May 31, 2020, will be extended due to the Premier League being suspended as a result of COVID-19.

Nike’s term as official kit supplier to the club, outfitting the men’s, women’s and Academy squads, as well as coaching staff and Liverpool FC Foundation, is due to commence on August 1, 2020.

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After winning a legal tussle with the incumbent supplier New Balance, Liverpool signed one of the biggest kit partnership deal of all time with Nike. The multi year deal with Nike is worth 37.5Mn per season. Under the multi-year partnership, Nike will manufacture and supply Liverpool’s playing, training and travel wear for its men’s, women’s and Academy squads, as well as coaching staff and the Liverpool FC Foundation. Liverpool stands to get 20-per-cent royalty on net sales of replica sportswear being manufactured under the deal by new partners Nike.

Liverpool FC opens online store in Japan

Meanwhile Liverpool FC has unveiled its first online club store in Japan, enabling supporters across the country to purchase official LFC merchandise. The new offering is launching in conjunction with in-market partner KAMO and will provide fans access to the full range of replica kit as well as authentic Liverpool FC merchandise, apparel and fashion accessories.

Starting off as just a small football shop in Osaka in 1968, KAMO has been serving Japanese and global football fans for more than 50 years.

Mike Cox, LFC’s senior vice president, merchandising, said: “We’re delighted to be able to offer Reds in Japan the opportunity to feel closer to Anfield through our new official online store. I’ve been able to see first-hand how passionate our fanbase is here and as one of the world’s premier shopping destinations, it’s an exciting opportunity for the club to connect with supporters in the region.”

Ken Kamo, president of KAMO Trading Co. Ltd, said: “KAMO is proud to partner with Liverpool FC to bring its official online retail store concept to Japan. As a key player in the football and sports retail industry, we know this store has been a long time coming for Liverpool FC fans here, so we’re looking forward to working together to bring supporters here closer to the club they love.”

Supporters in the region can access the full Liverpool FC range by visiting

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