Liverpool FC has opened its latest standalone retail outlet at Jumeirah Beach Residence (JBR) in Dubai, marking its 21st global store and second location in the city. The launch continues the club’s retail expansion and reinforces its commitment to providing global fans with direct access to official merchandise.
The new store has been opened in partnership with Seventy8 Sports, extending the success of the club’s existing outlet in Dubai Mall. This latest opening forms part of Liverpool FC’s broader strategy to increase its global retail footprint, which now includes more standalone outlets than any other team in world sport, including major US franchises.
Positioned in one of Dubai’s busiest waterfront districts, the JBR store offers a full range of Liverpool FC products, including exclusive club fashion and accessories, official adidas kits, training gear and lifestyle collections.
The move also deepens the club’s presence in the Middle East and North Africa (MENA), a region where Liverpool FC leads in Premier League support with 33.4 million fans. The club also boasts 30.8 million followers across its social media platforms in the region, 14 Official Liverpool Supporters Clubs, and a cumulative TV audience of 34.3 million for the 2024/25 season.
Beyond retail, the store aims to serve as a local hub for fans, offering a space to share in the club’s culture and build community among supporters in the area. The JBR opening reflects the club’s continuing focus on providing global fans with new ways to connect with the team.
Lee Dwerryhouse, Senior Vice President of Merchandising at Liverpool FC, commented: “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.”
