Liverpool FC has officially opened its latest standalone retail store at Jumeirah Beach Residence (JBR) in Dubai, marking the club’s 21st global store and second in the city.
The new outlet, launched in partnership with Seventy8 Sports, builds on the success of the Reds’ existing Dubai Mall location. It highlights the club’s commitment to expanding its global retail network and maintaining more official stores than any other team in world sport, including leading US franchises.
Situated in one of Dubai’s most vibrant waterfront destinations, the JBR store offers supporters access to the latest official LFC merchandise. Fans can shop exclusive LFC fashion and accessories, adidas kits, training gear, lifestyle collections and more.
The opening further strengthens Liverpool’s presence in the Middle East and North Africa, where the club enjoys unrivalled popularity. LFC is the most supported Premier League team in the region, with 33.4 million fans, 30.8 million social media followers, 14 Official Liverpool Supporters Clubs, and a global cumulative TV audience of 34.3 million across all competitions in the 2024/25 season.
Beyond retail, the JBR store is designed to serve as a community hub for fans, a place to celebrate their passion for the Reds and connect with fellow supporters. The launch marks another step in Liverpool FC’s strategy to engage with its international fanbase and meet growing demand for official merchandise worldwide.
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.”
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