The optional contribution will go towards the vital work of the club’s official charity across the Liverpool City Region and beyond as they aim to tackle social inequalities in our communities.

Available on all transactions at the checkout on the online store, supporters can help support the LFC Foundation by selecting the option to donate 50p when completing their purchase.

LFC Foundation supported over 145,000 people last season both home and away with a focus on improving health, learning and employment outcomes. Last year the charity launched an ambitious new strategy with the aim of supporting 500,000 per year by 2030.

Matt Parish, LFC Foundation CEO, said: “We receive fantastic support from the fans already and we know how passionate they are about helping us make a difference. This new option is a simple way to support our work and every donation helps us to continue growing and helping even more people in our communities.”

Lee Dwerryhouse, senior vice-president of merchandising at LFC, added: “We are delighted to add this option for supporters to make it easier for them to contribute to the incredible work of the LFC Foundation. It is a simple but impactful change to help connect the passion of our fans with the values of the club.”

The new option to donate is live now and is available online only.