In a new deal with European football retailer Unisport, Liverpool FC is looking to grow sales of its merchandise in 10 countries. Tony McDonough reports

Liverpool FC has signed new deal to grow its merchandise sales across Scandinavia and northern Europe.

In an agreement with one of one of Europe’s leading football retailers, Unisport, the club will expand its retail offering to fans in Norway, Denmark, Sweden, Germany, France, Netherlands, Belgium, Iceland, Finland and Austria.

Unisport will deliver the LFC retail brand both through both physical and online retail channels. As a key distributor for Nike, the partnership with Unisport will bring fans access to both LFC Nike merchandise, as well as exclusive LFC branded merchandise.

Based in Copenhagen, Unisport has traded across Europe for more than 25 years. Besides flagship stores in central Copenhagen and Paris, its runs localised web shops in Denmark, Sweden, Norway, Finland, Netherlands, Germany, France, Austria.

Mike Cox, Liverpool FC senior vice president, merchandising, said: “Relationships such as this are incredibly important to the club to ensure that we can bring LFC closer to all our supporters who are based across the world, not just at home in Liverpool.

“With a strong fan base in the Nordics and central Europe, Unisport is an ideal retail partner to provide the LFC retail experience to our supporters in this region.”

Michael J Burk, chief executive of Unisport, added: “I’m extremely excited to bring the full Liverpool FC experience to the Unisport customers, providing the best shopping experience both digitally as well as physically to Reds supporters in Scandinavia and central Europe.

“Liverpool FC has such an incredibly strong fan base in our region and this partnership will help deliver on our mission to make football dreams come true. A very warm welcome to the entire LFC family and all LFC supporters.”