ClubLFC opens 21st standalone retail store with Dubai launch

The new outlet – opened in partnership with Seventy8 Sports – builds on the success of the Reds’ existing location in Dubai Mall and reflects the club’s ongoing commitment to engaging with its global fan base and having more stores than any other team in world sports, including US franchises.

Located in one of Dubai’s most vibrant waterfront destinations, the JBR store will provide supporters with access to the latest official LFC merchandise, including exclusive fashion and accessories, adidas kits, training and lifestyle collections, and more.

The launch at JBR further strengthens the club’s growing retail presence in the Middle East and North Africa, where LFC is the most-supported Premier League club, boasting 33.4 million fans, 30.8 million followers across its social media channels, 14 Official Liverpool Supporters Clubs, and a global cumulative TV audience of 34.3 million across all competitions during the 2024-25 season.

In addition to retail, the store will act as a hub for fans in the region, giving supporters a place to celebrate their passion for the club and share in the unique sense of community that connects Reds around the world.

The opening also marks another milestone in the club’s broader strategy of expanding its global retail network to meet growing demand from supporters around the world.

Lee Dwerryhouse, senior vice-president of merchandising at Liverpool FC, said: “Our goal is to bring the best possible retail experience to our fans, wherever they are in the world and we’re very proud to open our 21st standalone store, the most of any team in world sport.

“With this new store at JBR, we’re offering supporters in Dubai and the broader MENA region another chance to connect with LFC and feel even closer to the club they love.”