Tommy Hilfiger has been named the official global partner of Liverpool FC, marking the American label’s first-ever club football partnership and signaling how deeply fashion is now woven into the modern matchday experience. The multi-year deal will see Tommy Hilfiger dress the club’s men’s and women’s squads, as well as key backroom staff, in curated head-to-toe looks across select match days, campaigns, and international appearances.
A First-Of-Its-Kind Partnership
Under the agreement, Liverpool FC will showcase seasonal Tommy Hilfiger collections, including apparel, denim, accessories and footwear, as part of a “modern expression of club dressing” built around both on- and off-pitch moments. The collaboration brings together Tommy Hilfiger’s New York prep heritage with the energy of Anfield, positioning players as style ambassadors as much as athletes.
The partnership spans the 2025/2026 season and beyond, with the Amsterdam-based PVH Corp. brand using select match-day entrances and global campaigns as stages to tell joint fashion-football stories. Financial terms have not been disclosed, but reports describe the agreement as a long-term, multi-year commitment.
What Tommy Hilfiger And Liverpool FC Say
Designer 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”. He said he is excited to work with players and staff who motivate a global fanbase to dream, aligning the brand’s “classic American cool” DNA with the club’s culture.
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. With a long-standing connection to innovative style and a deep rooted sense of community, this partnership is a natural fit”. He said the partnership lets the club explore a different side of matchday, giving supporters another way to connect with the people representing the team beyond the Premier League pitch.
How The Collaboration Will Show Up
Throughout the season, players will wear bespoke Tommy Hilfiger looks for select fixtures, travel and key media moments, blending tailoring, “New York” dress-casual pieces and iconic denim with club culture. Co-branded capsule collections are also planned, bringing Liverpool FC crest details and color references into Tommy Hilfiger’s signature red, white and blue palette.
The visual narrative will roll out across global campaigns, behind-the-scenes content, and social storytelling, highlighting star names like Virgil van Dijk, who said, “As players, we are excited to see the collaboration come to life, bringing together fashion, culture and heritage.”
A giant co-branded Tommy Hilfiger flag was even unfurled across the Anfield pitch to launch the partnership, with the fabric later donated to be repurposed into charity pieces for the Silly Goose Foundation.
Why It Matters For Fashion And Football
For Tommy Hilfiger, the deal extends a sports-focused strategy that already includes partnerships with the Cadillac Formula 1 team and the U.S. SailGP team, reinforcing the brand’s visibility in global arenas where performance and style intersect. For Liverpool FC, linking with a premium American fashion house strengthens its off-pitch brand as elite clubs compete to turn players into lifestyle influencers as well as football stars.
For fans, that means more fashion-led touchpoints, from curated looks on matchday arrivals to future capsule drops that bring Tommy Hilfiger’s preppy aesthetic closer to the Liverpool faithful.
