LFC renews official retail partnership in Dubai

Liverpool FC has renewed its official retail partnership in Dubai with Seventy8 Sports and plans to strengthen its commercial presence in the Middle East and Africa.Seventy8 Sports – a retailer and distribution company - are now in their third term with LFC as a retail partner and has signed up to a new joint venture in the region with EIGHTClouds private equity firm.Together they will explore new territories to expand the LFC international retail business with LFC official merchandise in the Middle East and Africa.Mike Cox, Senior Vice President Merchandising at Liverpool FC, said “We’re thrilled with this new partnership and delighted to renew with Seventy8 Sports for a third term. The addition of EIGHTClouds will help to strengthen our outreach in new territories.  “We have an incredible fan base all over the world and we’re always trying to bring our retail concepts globally, working with partners in market is a great way to do this and bring our retail concepts to them locally.”This positive partnership’s growth will include retail concepts in market for in store and online. The new stores will mirror the remodelling of the new Liverpool L1 store as LFC rollout the retail experience to match the UK business.Craig McKelvie, CEO of Seventy8 Sports said, “I am super excited to be signing this new 5-year deal with Liverpool FC, and at the same time to be partnering with EIGHTClouds Private Equity to accelerate the growth of Seventy8 Sports. We will work closely together to develop retail, e-commerce, and wholesale opportunities across the GCC to achieve our mission of bringing Liverpool fans closer to their icons.  These new deals are a testament to the teamwork of all those involved and the incredible passion and support of Liverpool fans across the GCC region. YNWA!”Recent LFC retail launches include the new home, away and third kit which are out now and available at the Dubai Mall.For more information and to find out about new product launches, in-store events and exclusive offers, visit or follow @LFCRetailUAE on Instagram.

Liverpool FC and Google Pixel partner to bring fans closer to the game

Liverpool FC has announced a new long-term partnership with Google Pixel to become the club's official mobile phone partner and will use AI-powered technology to bring Reds fans even closer to the game they love.LFC and Google Pixel will work with the club's men's and women's teams to create exclusive content as well as deeper, tech-driven experiences, using Google's AI-powered camera features on the device to amplify fan experiences across Anfield and Prenton Park, as well as for fans watching at home.Part of the aim of this exclusive new content is to help close the visibility gap between men's and women's football, inspiring more girls and women to get involved in the sport, and move the game forward.The multi-year partnership will kick off with Google Pixel working with LFC to create their first dedicated women's football show on YouTube, going behind the scenes during an exciting season for the Reds in the Barclays Women's Super League.LFC will also work with its new partner to produce a 'Pitchside, Presented by Pixel' content series that will take fans into the heart of the action with exclusive content from the sidelines, all shot on Google Pixel phones.Ben Latty, commercial director at Liverpool FC, said: "We are incredibly proud to be announcing this partnership between Liverpool FC and Google Pixel. At LFC, it is important to us that we are not only partnering with the biggest and most exciting brands, but that the brands we are partnering with allow us to offer something of real value to our supporters."We are looking forward to seeing how over the course of the partnership we will work together to give fans of our men's and women's teams exclusive content and experiences that will bring them closer to the game they love."Eileen Mannion, vice-president of marketing at Google UK, added: "We are thrilled to partner with Liverpool Football Club. As their official mobile phone partner, Pixel will use its legendary AI-powered camera to enhance the matchday experience, bringing fans closer to the game they love and helping them capture all the emotions of football."We will also work with LFC to help close the visibility gap for the women's game, delivering on our commitment of making football more accessible and equitable for all fans."LFC will also support Pixel FC, a landmark collective of dedicated women's football content creators and presenters, with exclusive access, training, tools and investment.This announcement further expands Google Pixel's role within football, expanding its reach across both domestic and international competitions, helping to benefit fans across all levels of the game.