We chat to head of licensing Howard Clare about the club’s developing programme.
Part of the sports, media and entertainment Fenway Sports Group, Liverpool Football Club is one of the most successful clubs in world football.
To help build success off the pitch, Howard Clare joined the club at the end of October 2015 to head up a growing licensing team, including licensing manager, Christina Kilkenny and licensing assistant, Stephanie Whitehead.
Commenting on his role, Howard says: “Liverpool is a global brand and the team is focusing on growing and developing the licensing programme, both domestically and internationally.”
Recognising the international appeal of the brand, Liverpool has been appointing a number of agents in key markets.
“In appointing international licensing agents, we are looking for four distinct qualities,” says Howard. “An experienced agent with strong brand licensing expertise; deep knowledge and passion for sports and football; highly entrepreneurial approach to licensing and senior management from the agency to personally work on our business.”
Fermata was appointed in 2015 for North America and using its US college football expertise, has already appointed 30 licensees who will begin to distribute into the key retailers throughout the US.
In addition, PPW represents Liverpool in China and Hong Kong, Nordic Licensing in Scandinavia, Pro-Enter in Brazil and CRC Sports in Thailand where, in addition, CRC acts as Liverpool’s official retail partner.
Finding the retail partners is important to the international success of the licensing programme. A number of master retail partnerships have been confirmed including MAP in Indonesia, operating 251 ‘shop in shops’ locations within its sports division and Stream Enterprise in Malaysia, operating a flagship standalone store and 26 shop in shop locations.
From a licensee perspective, Liverpool has recently appointed two new global partners. An exclusive deal with 47 Brand has seen the development of a range of Liverpool headwear and scarves while VF Majestic has non-exclusive global rights for adult apparel.
Explaining the selective approach being taken for Liverpool’s global-regional partners, Howard says: “We look for best in class with superior product, design and marketing capabilities and of equal importance, is the partner’s ability to leverage distribution and sales in all the key markets included in the deal not just one or two countries.”
Howard is also keen to stress the importance of the home market to Liverpool’s 50 licensees. In addition to a core licensing programme, built with long-standing licensees including World Centre, Hy-Pro, MBI, Winning Moves, Build-a-Bear, Roy Lowe & Sons, Bafiz and Source Lab, Liverpool continues to add new partners.
Ecell Global is developing a range of mobile phone covers, Bleacher Creatures has created soft dolls of the players and taking it ‘up a gear’ Printagraph has created a limited edition of 500 Champion League 2015 Parade LEGO Bus.
This feature originally appeared in the Summer 2016 edition of Licensing Source Book. Click here to read the full publication.
