Lincoln City Football Club will open a new club shop at the Waterside Shopping Centre later this month.
The Imps, in conjunction with retail partner Elite Pro Sports, will be taking over the unit formerly occupied by the St Barnabas Hospice pop-up shop.
The new store is expected to open before the end of July on an initial short-term lease. The opening of the new club shop in the Waterside does not affect the existing store at Sincil Bank, which will remain open for people who wish to visit the ground to buy tickets and merchandise.
Last season Imps sold more replica shirts than ever before from its Sincil Bank shop and the 2019/20 shirt has proved to be very popular so far.
Liam Scully, Chief Executive Officer at Lincoln City, said: “We have enjoyed amazing success on and off the pitch over the last few years.
“We want to continue this success, and we know to do so we have to look at as many possible ways of how we can continue to engage with our supporters and the local community, which is vitally important to the football club.
“Our retail shop is one of those areas and opening a city centre store will give us fantastic visibility and an amazing opportunity to benefit from the Waterside’s significant footfall.”
Dean cross, General Manager of the Waterside Shopping Centre, added: “This is a fantastic signing for the centre and is a win-win for both the club and us.
“Over 50,000 people visit our centre every week, many of whom will be Lincoln City fans. While Sincil Bank isn’t too far away from us, being able to visit the club shop during their lunch break, on the way to work or on their way home will make it a lot easier for them.
“Having such a large presence in the city centre is a real sign of just how far the football club has come over the last few years!”