Liverpool FC have signed an agreement with Tommy Hilfiger as an off-field fashion partner, bringing together one of European football’s most iconic clubs with one of the world’s best-known lifestyle brands. The deal makes the US label the club’s official partner for dressing players and staff at events and during travel, while also activating collaborations linked to the club’s wider universe.

The move by the English club is not an isolated case. On the contrary, it forms part of a growing trend in international football: fashion and luxury brands, traditionally associated with more exclusive sports, are increasingly finding in football a platform with global reach, cultural relevance and commercial potential that is difficult to match elsewhere.

The growth of fashion and luxury partnerships in football

The rise of these alliances is reflected in the data. According to consultancy Luxurynsight, the number of partnerships between luxury brands and sports organisations increased from 19 in 2019 to 96 in 2024, highlighting a strategic shift towards disciplines with greater media impact. In parallel, Ampere Analysis estimates that, in just the first three months of the 2025/26 season, Europe’s five major leagues generated 1.1 billion dollars in new deals and commercial renewals.

As a result, football has become a shop window that brands can hardly ignore. It offers a consistent global audience, weekly exposure across multiple markets and a unique ability to generate content beyond the competition itself, a key asset for companies whose business depends as much on image as on product.

Jonathan Siboni, chief executive of Luxurynsight, has explained that these collaborations allow brands to “leverage football’s global reach, connect with younger audiences and develop exclusive product lines”. This combination of visibility, culture and commercial potential helps explain why the luxury sector has intensified its presence in football clubs in recent years.

Aspirational consumption: reaching younger audiences

One of the most representative examples is the partnership between Louis Vuitton and Real Madrid, which made the French house the club’s official formalwear provider. Pietro Beccari, chief executive of the brand, described the alliance as a union built on “excellence and a spirit of innovation”, two values that, he said, both organisations share.

Beyond institutional messaging, the deal illustrates one of the main drivers behind these strategies: connecting with younger, global audiences. Football clubs operate as cultural platforms, with players becoming icons and millions of followers across social media, an environment in which fashion finds a direct channel to reinforce its relevance and modernise its positioning.

The focus on off-field activation is crucial. Dressing players for stadium arrivals, travel or official events extends brand exposure beyond the pitch and links it to a recognisable lifestyle for fans. This logic fits with the growth of digital content and aspirational consumption, particularly as it would be unrealistic to assume that large parts of football’s fanbase will actually wear Louis Vuitton, or even be able to afford it.

What these agreements have in common

Despite the diversity of clubs and brands involved, these partnerships share several common elements. They are usually multi-year agreements focused on image and brand storytelling, with activations ranging from official wardrobes to capsule collections or joint campaigns. Deals such as Off-White with AC Milan, Dior with Paris Saint-Germain, or the recent agreement between Giorgio Armani and Juventus follow the same logic of positioning and visibility.

The continued presence of some brands in football also stands out. Hugo Boss, for example, has moved between clubs over the years, from Inter Milan previously to Tottenham Hotspur FC today, yet has maintained a consistent footprint within the sport. This continuity reinforces the idea that football has established itself as a strategic territory for non-sports fashion brands.

For clubs, these partnerships help diversify revenue streams and strengthen their image as global lifestyle brands. For fashion companies, football offers scale, emotional connection and impact, explaining why more and more brands are opting for agreements such as the one signed between Tommy Hilfiger and Liverpool FC.