Liverpool FC extends CRC Thailand partnership for third term

The long-standing partnership is now into its eight season, with the new renewal period adding a further five years to the successful collaboration.

CRC Sports is Thailand’s leading multi-format, multi-category and omnichannel retailing platform with a diverse retail portfolio. Starting as a small shophouse in Bangkok, it has a history of more than 75 years in Thai retail and will continue to manage LFC’s branded portfolio in the region both on and offline.

Working with CRC Sports has seen incredible growth for the club in the region, while giving Thai supporters access to the Reds' official Nike and own-brand merchandise. Since the partnership began, the standalone retail portfolio has increased to five stores with additional shop-in-shops, club events and pop-up activations to increase fan engagement.

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Mike Cox, senior vice president of merchandising and retail at Liverpool FC, said: “We are thrilled to continue working with CRC Sports, and extend our long-term retail and licensing partnership. 

“We have grown significantly in the region during our first two terms with CRC Sports and they are a great partner for us in supporting this remarkable growth. We are looking forward to what the next five years has in store.” 

Alexandre Hammel, president of CRC Sports, added: “We at CRC Sports are very proud to extend our partnership with Liverpool FC for another five years. LFC is significant in world football and a favourite international football club for Thai people.

"We are very pleased and honoured by the trust that Liverpool FC is giving to CRC Sports. This is fitting to our strategy to always bring the best of the world to Thai customers.”

The extension follows recent international retail partnership renewals in Singapore and Malaysia, alongside the recent relaunch of the new Liverpool ONE city centre store.