Liverpool FC has joined together with one of Europe's leading football retail specialists, Unisport, in a new partnership that will enable more fans in the region to access official club merchandise.

LFC will work with Unisport to expand the club’s retail offering and bring the official Reds retail experience to fans across Norway, Denmark, Sweden, Germany, France, Netherlands, Belgium, Iceland, Finland and Austria.

Unisport will deliver the LFC retail experience through both online and offline retail channels, with future plans aiming to open new stores and retail space. As a key distributor for Nike, the partnership with Unisport will bring fans access to both LFC x Nike merchandise, as well as exclusive LFC-branded merchandise.

Based in Copenhagen, Unisport has provided a premium service across Europe for more than 25 years. Besides flagship stores in central Copenhagen and Paris, Unisport runs localised web-shops in Denmark, Sweden, Norway, Finland, Netherlands, Germany, France and Austria.

Mike Cox, senior vice-president, merchandising at Liverpool FC, said: “We’re delighted to welcome Unisport to our global football and retail family.

“Relationships like this are incredibly important to the club to ensure that we can bring LFC closer to all our supporters who are based across the world, not just at home in Liverpool. With a strong fanbase in the Nordics and central Europe, Unisport are an ideal retail partner to provide the LFC retail experience to our supporters in this region.”

Michael J. Burk, CEO of Unisport, said: “I’m extremely excited to bring the full Liverpool FC experience to the Unisport customers, providing the best shopping experience both digitally as well as physically to Reds supporters in Scandinavia and central Europe.

“Liverpool FC has such an incredibly strong fanbase in our region and this partnership will help deliver on our mission to make football dreams come true. A very warm welcome to the entire LFC family and all LFC supporters.”