Liverpool Football Club will be exploring the India market for the range of its licensed products across various categories. The Premier League club has given brand management and licensing agency Dream Theatre the mandate to develop its licensing business in India and South Asia.
The exclusive mandate also covers the territories of Pakistan, Afghanistan, Nepal, Bangladesh, Bhutan, Sri Lanka and Maldives.
The Liverpool Football Club-Dream Theatre partnership will allow Indian football fans access to a licensed range of products across categories like apparel, sporting goods, accessories, gifts and novelties, eyewear and more in the lifestyle segment.
Dream Theatre will partner with leading global licensees and work closely with them to launch and grow a comprehensive line of products and services. The licensed LFC merchandise will be available at leading chain stores, standalone outlets and on e-commerce portals.
“We are very proud and thrilled to be working with Liverpool Football Club, the Champions of Europe. The club has such a strong legacy and a very passionate fan base in India. Dream Theatre will forge long-term partnerships with licensees and retailers with one aim: drive value for our partners and delight our fans and consumers with authentic products that are world-class, affordable and accessible”, says Jiggy George, CEO and Founder, Dream Theatre.
Mike Cox, Senior Vice President, Merchandising, Liverpool FC, said: “We’re delighted to welcome Dream Theatre to our global football and retail family. Relationships like this are incredibly important to the club to ensure that we can bring LFC closer to all our supporters who are based across the world, not just at home in Liverpool.”
Liverpool is one of the most feted and followed football clubs in the world with a global reach of 1.07 billion followers and 450 million audiences on TV in 2017/18. It is one of the most popular English Premier League clubs in India and has been named as one of the most trusted football clubs in India across successive seasons.
Dream Theatre, which operates in the spaces of entertainment, sports and lifestyle licensing in India and South Asia and works with some iconic international and national IPs, will leverage its prowess and experience in licensing to drive the Liverpool Football Club licensing programme in India.