Tommy Hilfiger has announced a landmark partnership with Liverpool FC, marking the American fashion brand’s first collaboration in club football. The multi-year agreement encompasses both the men’s and women’s squads as well as key backroom staff, positioning Tommy Hilfiger alongside one of the sport’s most commercially successful clubs.

The partnership will be activated across strategic moments throughout the season, including select matchdays and international marketing campaigns. While financial terms were not disclosed, the deal represents a significant expansion of Tommy Hilfiger’s sports marketing portfolio beyond its traditional focus on individual athletes and broad cultural partnerships.

The collaboration was unveiled with a ceremonial gesture on the Anfield pitch, where the largest Tommy flag ever produced – measuring 101 by 65.59 meters – was unfurled across the turf displaying the co-branded logo. In a community-focused initiative, the fabric has been donated to the Silly Goose Foundation, founded by Reagan, a lifelong Liverpool FC fan with Down syndrome. The material will be repurposed into themed items for auction to raise funds for the charity.

Tommy Hilfiger’s strategic expansion into team sports

Tommy Hilfiger’s entry into club football follows the brand’s established history of sports-adjacent marketing. Since its founding in New York City in 1985, the brand has drawn inspiration from sports icons and stories, building a distinctive red, white and blue DNA that resonates with athletic culture.

For Liverpool FC, the partnership adds another premium fashion brand to its commercial portfolio. Ben Latty, Chief Commercial Officer at Liverpool FC, said: “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.”

The deal positions Tommy Hilfiger to leverage Liverpool’s global fanbase and cultural cachet, particularly in key markets where both brands seek growth. Liverpool FC, established in 1892, has won 20 League Titles including the Premier League, six European Cups, three UEFA Cups and four European Super Cups.

About the partners

Tommy Hilfiger is a premium lifestyle brand founded by Tommy Hilfiger in New York City in 1985. The brand is characterized by its classic American aesthetic with a modern twist, defined by its signature red, white and blue color palette. Tommy Hilfiger operates as part of PVH Corp., which also owns Calvin Klein and other fashion brands. Global retail sales of Tommy Hilfiger products were approximately $9 billion in 2024.

Liverpool FC is one of the world’s most successful football clubs, founded in 1892. Based in Liverpool, England, the club competes in the Premier League and has won 20 League Titles including the Premier League, six European Cups, three UEFA Cups and four European Super Cups. Liverpool FC operates both men’s and women’s teams and maintains a global fanbase across multiple continents.

 

 

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