Liverpool Awarded Best Sports Licensed Property
Liverpool Football Club (LFC) clinched the Best Sports Licensed Property Award at the 2025 Licensing Awards, triumphing over an elite lineup of contenders including Arsenal, Manchester City, Formula 1, the NFL and many more.
The recognition is an endorsement of excellence in licensed brand management, spotlighting the club’s unrivalled sales figures, category diversity, digital innovation and sustainability leadership.
Driven by exceptional on-field performance in the 2024–25 season, including the Premier League title win, the club achieved remarkable results across publishing, collectibles, accessories and apparel, all of which are widely accessible through major retailers and digital platforms.
As part of The Red Way, the club’s sustainability programme, Liverpool collaborates with Products of Change, an organisation committed to guiding the global brand and licensing industry towards a more sustainable future.
The club’s licensing programme compliments its wider merchandising business where LFC now has 20 official standalone retail stores globally – more than any other team in world sport.
Lee Dwerryhouse, Senior Vice President of Merchandising, said: “Following an outstanding season for the club, we are thrilled to receive the Best Sports Licensed Property Award at the Licensing Awards 2025.
“This honour reflects the strength of collaboration between our licensees, retailers, and internal teams, as well as the exceptional influence of the Liverpool FC brand globally.
“We remain fully committed to delivering products of the highest quality, to bring our fans closer than ever to the club they love.”
This season saw the launch of the adidas-designed LFC home, away and third kits, which has been the most successful in the club’s history, with unprecedented levels of demand across the world.
