Liverpool FC have made a significant move to expand their global fan base after agreeing an e-commerce deal with one of China's largest online shopping platforms, JD.com.
As the battle between Premier League rivals increasingly takes place off the pitch Liverpool have been one of the most active clubs in growing their Asian sponsorship portfolio in a bid to take advantage of the region’s huge population and wealth.
Continuing this push the club have now partnered with JD.com to launch an official Liverpool FC store on its JD Worldwide platform which will sell club merchandise across China.
Discussing the deal Liverpool’s chief commercial officer, Billy Hogan, said: “Our millions of Reds fans in China are extremely passionate and committed, and we are delighted that they now have quick and convenient access to a wide range of Liverpool FC merchandise on JD.com."
JD Worldwide's general manager Tony Qiu added: “With English football building up a head of steam in China, we are thrilled to welcome Liverpool FC to JD.com and look forward to working together to bring high-quality authentic club merchandise to fans.
The online shopping platform is one of the biggest in China and is the main rival to Alibaba, the e-commerce service owned by China's richest man Jack Ma which recently established Ali Sports, its own sports investment arm.