Bangkok, Thailand - Media OutReach - 3 May 2566 - Liverpool FC is pleased to renew its partnership with Central Retail Corporation (Sport) or CRC Sports, the official retail and licensing partner of Liverpool FC in Thailand. This is the third round of contract renewal.
The long-standing partnership has reached its eighth season, with a five-year contract extension period for a more successful partnership.
CRC Sport is Thailand's leading retail platform with multiple forms, categories and channels. The company has a retail history of over 75 years in Thailand, starting with operations in small shophouses in Bangkok and will continue to manage the retail stores of the Liverpool FC brand in the region both online and offline.
Working with CRC Sport has allowed the club to grow incredibly regionally. This gives Thai supporters access to Liverpool's official sponsor, the brand. Nike and its own branded products. Ever since the partnership began, Standalone retail stores have grown to 5, with smaller stores within club events and opening pop-up shops to boost fan engagement.
Mike Cox, Senior Vice President of Product and Retail at Liverpool Football Club, said: "We are excited to continue our partnership with CRC Sport and expand our long-term retail and licensing partnership.
We have grown tremendously in the region during our first two contracts with CRC Sport. This supports the growth until it becomes apparent. We look forward to what comes in the next five years."
Alexandre Hammel, President "We at CRC Sport are very proud to continue our partnership with Liverpool Football Club for another 5 years. We are delighted and honoured that Liverpool Football Club has entrusted CRC with its trust. This is in line with our strategy to bring the best of the world to Thai customers."
The renewal follows in principle the renewal of the latest international retail partnership in Singapore and Malaysia and the relaunch of the Liverpool L1 retail store in the heart of the city.
Note to editors:
สโมสรฟุตบอลลิเวอร์พูล