Tommy Hilfiger scores first-ever global football partnership with Liverpool FC

American fashion brand Tommy Hilfiger has partnered Liverpool FC (LFC) in a landmark deal, marking the brand’s first collaboration with a football club. The partnership brings together two cultural icons to present a modern style vision for the game and aims to break conventions in sports partnerships.

Spanning the men’s and women’s squads and key backroom staff, Hilfiger’s American classics will feature across campaigns and select matchdays. Fans can expect to see players including captain Virgil van Dijk, Dominik Szoboszlai, Florian Wirtz, Conor Bradley, Hugo Ekitike, Gemma Bonner and Leanne Kiernan bringing the brand’s signature pieces to life on and off the pitch.

Seasonal campaigns, co-branded capsules and curated collections, ranging from denim and refined accessories to the "New York" dress casual line, will unfold across football’s biggest stages, offering fans closer access to the personalities that define Liverpool FC while expressing confidence, individuality and style.

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The partnership was launched with the largest Tommy Hilfiger flag ever produced, measuring 101 x 65.59 metres, unfurled across Anfield. The fabric has been donated to the Silly Goose Foundation, supporting Reagan, a lifelong Reds fan and LFC Foundation participant born with Down syndrome, who frequently creates LFC-themed pieces for charity auctions.

The collaboration builds on decades of fashion-inspired storytelling, marking a defining moment for both the club and the brand.

"Tommy Hilfiger is a truly iconic name in global fashion, and we're absolutely delighted to partner with them as they venture into the world of club football for the first time," said Ben Latty, chief commercial officer at LFC. 

He added, "With a long-standing connection to innovative style and a deep-rooted sense of community, this partnership is a natural fit. This unique collaboration allows us to explore a different side of matchday and the moments around it, while giving supporters another connection point to the people who represent this great club."

In tandem, Tommy Hilfiger said, "For my entire career I've been inspired by sports icons, stories and uniforms. I am drawn to teams with deep fan heritage and value-driven storytelling, and Liverpool Football Club has an unmatched history shaped by its people - their belief, resilience and pride."

"I'm excited to work with the players and club staff who inspire a global fan base to dream through their uncompromising pursuit of greatness," he added. 

van Dijk said the players were excited to see the partnership come to life, highlighting how the collaboration brings together fashion, culture and heritage.

The collaboration comes months after Liverpool FC and The Coca-Cola Company extended their multi-year partnership, which has supported fan engagement and LFC Women since 2020.

The renewed deal expands Coca-Cola’s presence at Anfield and continues its pouring rights across the full beverage portfolio, while creating fan experiences and digital campaigns celebrating supporters worldwide. Past activations include the highly engaging “Christmas carpool” campaign, and the partnership builds on Coca-Cola’s wider football footprint, complementing its Premier League agreements and grassroots initiatives.

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